“JUST BECAUSE SOMETHING DOESN’T DO WHAT YOU PLANNED IT TO DO DOESN’T MEAN IT’S USELESS.” –THOMAS EDISON
MAPS COME IN ALL FORMS. DIGITAL NAVIGATION SPEAKS TO DRIVERS. OLD PHOTOS AND SCRAPS OF PAPER ILLUMINATE THE PATH TO DEEPLY HIDDEN MEMORIES. SETTING STRATEGY IS A PROCESS OF SKETCHING THE MAP, WHETHER YOU BASE ITS CREATION ON LOGIC OR INSTINCT. THE REALLY GOOD ONES LEAD TO TREASURE.
SKETCHING THE MAP AND TOEING THE LINE
Setting strategy is all about understanding what you have to say and to whom you have to say it. If a company wants to base strategy on price, it should say it is the best value, and it should say it to people for whom value is the most important selling point. Storewide sales can be a profitable selling ...