HOW-TO-WIN DOS AND DON’TS:
• Do work to create new how-to-win choices where none currently exist. Just because there isn’t an obvious how-to-win choice given your current structure doesn’t mean it is impossible to create one (and worth it, if the prize is big enough).
• But don’t kid yourself either. If, after lots of searching, you can’t create a credible
how-to-win choice, find a new playing field or get out of the game.
• Do consider how to win in concert with where to play. The choices should be mutually reinforcing, creating a strong strategic core for the company.
• Don’t assume that the dynamics of an industry are set and immutable. The choices of the players within those industries may be creating the dynamics. Industry dynamics might be changeable.
• Don’t reserve questions of where to play and how to win for only customer-facing functions. Internal and support functions can and should be making these choices too.
• Do set the rules of the game and play the game better if you’re winning. Change the rules of the game if you’re not.