How to Do It—Four Basic Choices

“How do we accomplish it?” This question pertains to strategy—the “how to” aspect—and gets to the heart of the matter. Collins’ pyramid illustrates that after the essential analyses have been completed, management is ready to evaluate and choose the most viable customer, product, and market combinations. There are four basic choices to grow a business according to the Ansoff growth matrix, shown before in ­Chapter 7 (Figure 73). Simply, it breaks choices for growth down to two basic ­elements—products and markets (or customers).

Figure 73. Four basic choices for growth–Ansoff matrix.

1. Selling more of existing ...

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