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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 10Define Your Core

WHAT IS STEP 10, DEFINE YOUR CORE?

Determine the single thing that you will do better than anyone else that will be very difficult for others to copy.

WHY DO WE DO THIS STEP, AND WHY DO WE DO IT NOW?

Having a clear definition of your Core will allow you to focus your limited resources to build and reinforce it. You do this analysis now because you now have sufficient context to understand the real driver of your value creation, so at this point you want to make sure you are situated to dominate the market you create, instead of doing all this work and investment to develop a market only to let other companies quickly reap the rewards.

Diagram shows rider sitting on horse in front of castle which is built in middle of moat without any access, while inside moat hand is seen coming up and shark fins are seen around hand.

It is wise to build moats, but ultimately the Core is the inner sanctum that no one can get to. If they do, all can be lost.

PROCESS GUIDE

Defining, understanding, protecting, and growing your competitive advantage is essential to being a high-growth, innovation-driven company. I have worked with many companies who aspire for greatness but will fail to reach their goals without a strong Core.

The Core is that “special sauce” that would be extremely difficult for someone else to replicate if they tried to recreate ...

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