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A Playbook For Strategy - Rotman Magazine
A Playbook For Strategy - Rotman Magazine
A PLAYBOOK
ATEGY:
The Five Essential Questions at the Heart of Any Winning Strategy
by A.G. Lafley, oger Martin and Jennifer iel
F strategy is a struggle. Despite all the The answers to these questions are the fundamental choices
every leader must make to craft a successful strategy. Make
can seem mysterious and scary, with huge rewards for success, no mistake about it, strategy is choice; it is a set of choices
disastrous implications for failure and many unknown dangers about what you will do, and what you will not do, so as to create
lurking along the way. advantage over the competition. In this article, we will delve
and created using a simple framework that entails answering successful strategy.
What is our
winning The right playing field:
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Where will
we play?
of these management systems was changed to reflect the organi- The reinforcing
activities:
zation’s strategic choices. For instance, it was important to build The purpose ç 1WTECRCDKNNKVKGU
of the enterprise:
specific systems to support P&G’s core capabilities. While brand ç 1WTIWKFKPI
How will
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we win?
building had always been at the heart of its endeavours, the com- CURKTCVKQPU ç 1WTURGEKăE
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pany had not traditionally done a good job of capturing, catalog-
ing, and systematically learning from its successes and failures.
Brand building was largely learned by osmosis — from watching What
leaders, from individual trial and error and from the oral history The unique
capabillities
must be in
passed down from brand manager to brand manager. Now, P&G right to win:
place?
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work. Beginning with this comprehensive document, marketers CFXCPVCIG
can learn the trade more quickly and leaders have an organized What
resource to guide their efforts. The brand-building framework is management
systems are
a management system that nurtures and enhances a critical core required?
capability, and it represents the kind of system every company The support system:
needs to deliver effectively on its strategy. ç 5[UVGOUUVTWEVWTGUCPFOGCUWTGU
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