Differentiation Zone wasn’t created in a lab with a hypothesis and research plan. Nor was it based in retrospective research on data sets. A decade ago, I decided to double down on my commitment to mastering strategy in real time and in real life. That commitment to delivering results for my customers led me to a career-defining discovery in 2018. The experience was visceral. I felt the insight’s truth as I saw it in my mind’s eye.
My strategy insights came together in two lessons. Section 1 of Differentiated introduced you to one lesson through Six Guiding Principles. It’s time to embrace your customer’s mindset. I’ve boiled my 10,000 hours of strategy experience into a second lesson—the essence of your strategy is choice. Too many strategic plans fail because they aren’t strategic at all. There is no chosen direction. They don’t say no to say yes.