Table of Contents
Foreword
Introduction
Section 1: Embrace Your Customer's Mindset
1. Principle One: It's All About the Customer
2. Principle Two: Not Every Stakeholder Is a Customer
3. Principle Three: Competition Is Prevalent
4. Principle Four: Your Environment Creates Context, Not Focus
5. Principle Five: You Compete in More Than One Industry
6. Principle Six: Watch Out for the Zone of Indifference
Section 2: The Essence of Your Strategy Is Choice
7. Step One: Understand Your Customers, Competitors, and Context
8. Step Two: Reveal Customer and Competitor Insights
9. Step Three: Discover Differentiation to Drive Strategic Success
10. Step Four: Design Your Differentiation Zone Strategy
11. Your Strategy Declaration
Acknowledgements
About the Author