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on strategy

About Roger

Playing to win how strategy really works By A. Lafley and Roger L. Playing to win strategy toolkit. About The author Videos About the book Reviews Articles Buzz Playing to win toolkit Speaking engagements Roger Martin turns strategy from a complicated, messy and often deeply confusing and divisive chore, to a systematic exercise that is actually rather simple, fun and effective — and teaches these vital skills to senior management groups worldwide. Playing to Win Strategy Toolkit How did a new strategy rejuvenate and reinvent a storied but aging brand?

The Buzz "Strategy lessons, The book is short, crisp, a pleasure to read. The five big surprises of radical management.


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So we decided to write a book to show that strategy can and should be simple, fun and effective. That really means pretty much anybody running any part of an organization — whether for-profit or not for profit. It most obviously applies to a CEO. The core premise of the book is that economic benefit will flow to shareholders only if the company chooses a clear set of customers to address and finds a way to create distinctive value for them. All good things flow from delighting consumers.

But they also want to feel a sense of pride in the way their baby looks in its diaper.

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But if you can give the mom both, you will have a more powerful brand. The advantage is that each brand can be developed with imagery that is entirely independent and customized to the particular consumer experience — which is very different for Olay versus Crest versus Tide.


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The key to the breakthrough thinking was to recognize that the fundamental economics of invention and commercialization are entirely different. There has been more and better innovation without an increase in the cost of innovation.

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Systems like this take a while to grow. So my suspicion is that it will be more important in the future than the past. It really is not at all about making a case.


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The transformation of Olay turned it into the 1 brand in its market worldwide. And it is profitable enough that there are ample resources available to keep on reinvesting in maintaining it as the best brand in its category. This is the only way that they can win sustainably — by winning the hearts and minds of consumers with a delightful offering. But there are genuine efforts in the beauty business to counter the dominant message from these industries — i. Dove Unilever , with its campaign for real beauty, is one example. And it is now in the car wash business with its Mr. And there are more.

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However, given how fantastically successful the current business model is, it is doubtful that there will be a precipitous, wholesale shift in its business model. Most observers see it as self-obsessed and self-limiting — you limit yourself from bringing on board anybody senior from the outside. As a consequence, I pay more attention to promote-from-within as a philosophy than I used to. I consult with organizations around the world on leadership, innovation, management and business SD: Why did you write this book?

Steve Denning Senior Contributor.

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