Chapter 1. The MWB Journey

Must-win battle is a phrase that creates energy. The word battle suggests that there are competitors to be fought and defeated, and must-win implies the battles are urgent and important. So it is not surprising that senior managers who are unhappy with the current performance of their business find the idea of MWBs intuitively appealing, and it is not difficult to convince them that they ought to take their top teams away for a week to identify their MWBs and figure out how to win them.

And that is where we started, five years ago.

Since then, we have learned a lot. About how to choose the battles and how to win them. That reaching consensus and building commitment at the opening offsite event is, indeed, just the beginning ...

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