Asking How

Once you have decided how to create value—raise willingness-to-pay (WTP) or lower willingness-to-sell (WTS)—it is time to bring your strategy to life. What could be more exciting? At this step, questions will abound. How will activities have to change? How do you adjust investment patterns? What projects will you prioritize? In this final part of the book, we will see how companies move from strategy formulation to strategy implementation.

Prior to making any commitment to initiatives and projects, it is critical that you understand, in some detail, how they would move WTP or WTS. Companies often build on broad strategic ideas, many of which come in the form of simple recipes—be number one or number two in your market, create a ...

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