The Play-to-Win Canvas

A Visual Tool for Developing Winning Business Strategy

we  will  begin  shortly!  

Matthew E. May

founder, EDIT Innovation

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The Play-to-Win Canvas

A Visual Tool for Developing Winning Business Strategy

Matthew E. May

founder, EDIT Innovation

Agenda

•  Overview of the Playing to Win brand of strategy development,

as outlined in Roger Martin and A.G. Lafley’s book

•  Introduce the Play-to-Win Canvas, a team facilitation tool
meant to guide strategy development in a simple, visual way

•  Use the Play-to-Win Canvas in a hypothetical example

•  Q&A (time permitting)

Playing to Win

What is our
winning
aspiration?

“Strategy is an integrated cascade

Where will
we play? of choices that uniquely positions a
player in its market to create
How will
we win?
sustainable advantage and superior
value relative to the competition.”

What capabilities
Roger Martin

must we have?
coauthor, Playing to Win

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning
aspiration?

“Strategy is an integrated cascade

Where will
we play? of choices that uniquely positions a
player in its market to create
How will
we win?
sustainable advantage and superior
value relative to the competition.”

What capabilities
Roger Martin

must we have?
coauthor, Playing to Win

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning
aspiration?

Where will
we play? Key Idea #1

How will
Strategy is about making choices.

we win? To win, you must choose to do some
things and not do others.

What capabilities
must we have?

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning
aspiration?

Where will
we play? Key Idea #2

How will
Strategy is about increasing
we win?
the odds of success.

There is no such thing as a perfect
What capabilities
must we have? strategy.

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning
aspiration?

Where will
we play? Key Idea #3

How will
Successful strategy-making
we win?
combines logic and creativity.

Strategy should be creative and scientific
What capabilities
must we have? – it involves generating and testing
hypotheses.

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning Future-oriented statement that clearly spells out what it means to win —
aspiration?
concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.

Where will
we play?

How will
we win?

What capabilities
must we have?

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win vs Playing to Play

PLAYING to WIN
PLAYING to PLAY

•  Starts with people rather than •  Doesn’t have a winning
money—what does it mean to element but focuses on simply
win with our customers?
serving a customer segment

•  Has a competitive dimension •  Is focused on an internal
— who are we winning metric, such as “Sell 25% more
against?
than we did last year”

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning Future-oriented statement that clearly spells out what it means to win —
aspiration?
concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.

Where will
we play?
Specific spaces where you will and will NOT compete: customer segments,
distribution channels, product/service, geography, stage of production, etc.

How will
we win?

What capabilities
must we have?

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning Future-oriented statement that clearly spells out what it means to win —
aspiration?
concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.

Where will
we play?
Specific spaces where you will and will NOT compete: customer segments,
distribution channels, product/service, geography, stage of production, etc.

How will
we win?
Competitive advantage on the chosen playing field. At the highest
level, the choice is between low cost (not price) and differentiation.

What capabilities
must we have?

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

The 2 Fundamental Ways to Win

Sustainable
Low Cost
Competitive Differentiation

Advantage

•  Systemic understanding  •  Deep understanding of
of cost drivers
customers’ needs

•  Relentlessly drive costs •  Offer products and
down
services that customers
•  Sacrifice nonconforming adore

customers
•  Guard customers jealously

•  Offer standard product
or service

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning Future-oriented statement that clearly spells out what it means to win —
aspiration?
concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.

Where will
we play?
Specific spaces where you will and will NOT compete: customer segments,
distribution channels, product/service, geography, stage of production, etc.

How will
we win?
Competitive advantage on the chosen playing field. At the highest
level, the choice is between low cost (not price) and differentiation.

What capabilities
must we have?
Current AND future activities that enable your organization
to bring the where-to-play and how-to-win choices to life.

What
management
systems do we
need?

Source: Playing to Win, A.G. Lafley, Roger L. Martin

Playing to Win

What is our
winning Future-oriented statement that clearly spells out what it means to win —
aspiration?
concretely, specifically, ambitiously. Do NOT be modest. Do NOT play to play.

Where will
we play?
Specific spaces where you will and will NOT compete: customer segments,
distribution channels, product/service, geography, stage of production, etc.

How will
we win?
Competitive advantage on the chosen playing field. At the highest
level, the choice is between low cost (not price) and differentiation.

What capabilities
must we have?
Current AND future activities that enable your organization
to bring the where-to-play and how-to-win choices to life.

What
management Processes, structures, and rules that build your capabilities,
systems do we
need? reinforce and measure your organization’s strategic choices.

Source: Playing to Win, A.G. Lafley, Roger L. Martin
Reverse Engineering

Strategy’s magic question: WHAT MUST BE TRUE?

Segments Channels Customers Capabilities Costs Competition

What must be What must be What must be What must be What must be What must be
true about the true about true about true about our true about our true about
size and what our what our end- capabilities and costs and how how our
attractiveness channels and users truly how they they compare competitors
of our chosen partners truly value?
compare to to those of our will react?

segments?
value?
those of our competitors?

competitors?

Multiple Cascades

Corporate Winning
Aspiration

Level

Where to
Play

Business Winning How to Win

Aspiration

Unit

Where to Capabilities

Play
Management
Functional Winning How to Win Systems

Aspiration

Group

Where to Capabilities

Play

Management
How to Win
Systems

Capabilities

Management
Systems

Source: Playing to Win, A.G. Lafley, Roger L. Martin

The Play-to-Win Process

1. Draft the current strategy cascade

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

The Play-to-Win Process

2. Define the strategic problem

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

Strategic 
Problem

The Play-to-Win Process

3. Frame the problem as two distinct choices

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

CHOICE 1

Strategic 
Problem

CHOICE 2

The Play-to-Win Process

4. Brainstorm initial where-to-play/how-to-win possibilities

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

Possibility

Possibility

Possibility

CHOICE 1
Possibility

Possibility    

Strategic     Possibility

Problem   Possibility    
Possibility

Possibility

CHOICE 2
Possibility

Possibility

Possibility

The Play-to-Win Process

5. Cluster and cull possibilities by theme

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

Possibility

Possibility

Possibility

CHOICE 1
Possibility

Possibility

Strategic  Possibility

Problem
Possibility

Possibility

Possibility

CHOICE 2

Possibility

Possibility

Possibility

The Play-to-Win Process

6. Develop a cascade for each theme & status quo, then reverse engineer each

Winning Where We How We Core Management
Aspiration
Play
Win
Capabilities
Systems

Possibility

Possibility

Possibility

CHOICE 1
Possibility

Possibility

Strategic  Possibility

Cascade & reverse engineer

Problem
Possibility

Possibility

Possibility

CHOICE 2

Possibility

Possibility

Possibility

 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
 INITIAL
possibility
Hypothetical Example: AlphaPharma

1. Draft the current strategy cascade

winning
• To extend patients’ lives and increase their quality of life
aspiration • To be a global biopharma company delivering safe, effective medicines

• To be the top player in our chosen therapeutic areas

Where Customers: Patients Channel: Prescribers Geography: Developed world

we play Product: Prescription medicines in three therapeutic areas – oncology, diabetes,
and heart disease

Research leadership: Science-driven primary research that produces innovative
How and effective drugs in our three therapeutic areas. Development excellence:
we win Develop drugs through the pipeline and sell through to doctors. Winning
partnerships: Work with highly influential clinicians to build long-term relationships.

Core Innovation, R&D; Drug development and testing; Building clinician

capabilities relationships; Influencing clinicians, credentialing them to become
ambassadors; Stakeholder management

management R&D  stage-­‐gate  process;  FDA  approvals;  Customer  rela-onship  

systems management  (CRM);  Sales  management    
Hypothetical Example: AlphaPharma

2. Define the strategic problem

Failure  to  
innovate  
effec9vely    
and  a  weak  
pipeline  
Hypothetical Example: AlphaPharma

3. Frame the problem as two distinct choices

Broaden  focus  
Failure  to  
innovate  
effec9vely    
and  a  weak  
pipeline  
Narrow  focus  
Hypothetical Example: AlphaPharma

4. Brainstorm initial where-to-play/how-to-win possibilities

Expand beyond three therapeutic areas to a
broad array of acute and chronic conditions

Create comprehensive treatment regimens
rather than drugs

Possibility

Expand to medical devices

Become a fast follower, move into generics

Expand to over-the-counter

Win on the basis of the best science

Failure  to   Broaden  focus   Win on the basis of brand building and
Possibility

innovate   relationships

Refocus on the patient as customer

effec9vely     Focus on chronic diseases

and  a  weak   Focus on most pervasive diseases

pipeline   Narrow  focus   Focus on early-stage, highly technical

research

Focus  on  the  development  &    
commercializa-on  stage    
Hypothetical Example: AlphaPharma

5. Cluster and cull possibilities by theme

Expand beyond three therapeutic areas to a
broad array of acute and chronic conditions

Create comprehensive treatment regimens
rather than drugs

Possibility
Broaden

Expand to medical devices

Become a fast follower, move into generics

Expand to over-the-counter

Win on the basis of the best science

Failure  to   Broaden  focus   Win on the basis of brand building and Maintain current
Possibility
breadth

innovate   relationships

Refocus on the patient as customer

effec9vely     Focus on chronic diseases and most Narrow
and  a  weak   pervasive diseases, i.e. diabetes
therapeutic focus

pipeline   Narrow  focus   Focus on early-stage, highly technical Narrow by stage
research
(early)

Focus  on  the  development  &     Narrow by stage
commercializa-on  stage     (late)

Hypothetical Example: AlphaPharma

5. Cluster and cull possibilities by theme

Expand beyond three therapeutic areas to a
broad array of acute and chronic conditions

Create comprehensive treatment regimens
rather than drugs

Possibility
Broaden

Expand to medical devices

Become a fast follower, move into generics

Expand to over-the-counter

Win on the basis of the best science

Failure  to   Broaden  focus   Win on the basis of brand building and Maintain current
Possibility
breadth

innovate   relationships

Refocus on the patient as customer

effec9vely     Focus on chronic diseases and most Narrow
and  a  weak   pervasive diseases, i.e. diabetes
therapeutic focus

pipeline   Narrow  focus   Focus on early-stage, highly technical Narrow by stage
research
(early)

Focus  on  the  development  &     Narrow by stage
commercializa-on  stage     (late)

Hypothetical Example: AlphaPharma

5. Cluster and cull possibilities by theme

Expand beyond three therapeutic areas to a
broad array of acute and chronic conditions

Create comprehensive treatment regimens
rather than drugs

Possibility
Broaden

Expand to medical devices

Become a fast follower, move into generics

Expand to over-the-counter

Win on the basis of the best science

Failure  to   Broaden  focus   Win on the basis of brand building and Maintain current
Possibility
breadth

innovate   relationships

Refocus on the patient as customer

effec9vely     Focus on chronic diseases and most
Diabetes experts

and  a  weak   pervasive diseases, i.e. diabetes

pipeline   Narrow  focus   Focus on early-stage, highly technical

Petri dish

research

Focus  on  the  development  &     Commercial engine

commercializa-on  stage    
“Diabetes experts”
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

diabetics

Endocrin- Primary care

ologists physicians

Diabetes
educators

Pharma-cists
Prescript-ion
protocol

Diabetes
devises

Developed
world

china

Third world
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

diabetics
Diabetes
devises Primary care
physicians

china

Pharma-cists
Prescript-ion
protocol

Endocrin-
ologists
Developed
world

Diabetes
educators

Third world
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Diabetes
educators

Third world
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
Build reputation as THE diabetes physicians ologists
company by:

Deep under- Prescript-ion Diabetes Developed

china
standing of protocol devises world
Excellent diabetes
science Deep under-
standing of
patients

Deep under-
standing of
clinicians
Create trust
w/other
diabetes
Sell-thru to experts
patients &
Drug clinicians
develop-
ment
prowess

Ads &
Hi profile market-ing
sponsor-
ships rebrand

Nati’l Affiliat-
ions
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
Build reputation as THE diabetes physicians ologists
company by:

Deep under- Deep under- Prescript-ion Diabetes Developed

Excellent china
standing of standing of protocol devises world
science
diabetes patients

Create trust
Sell-thru to Deep under-
w/other
patients & standing of
diabetes
clinicians clinicians
experts

Drug
develop-
ment
rebrand prowess

Ads &
market-ing
Hi profile
sponsor-
ships

Nati’l Affiliat-
ions
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

rebrand

Ads &
market-ing
Hi profile
sponsor-
ships

Nati’l Affiliat-
ions
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world
Patients pay
for on-patent
drugs
Deep under- Deep under- Deep under-
Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Patient pro- Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
tection rises company by: ment diabetes
clinicians
in china prowess experts

diabetes
remains China
wide-spread diabetes
China allows diabetes
large & rates
foreign co’s increase
in growing
therapy area
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Patient pro- Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
tection rises company by: ment diabetes
clinicians
in china prowess experts

Patients pay
for on-patent
diabetes drugs
remains China
wide-spread diabetes
China allows diabetes
large & rates
foreign co’s increase
in growing
therapy area
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug
for on-patent
approval in
drugs
china

Clinicians We can build

value one- economy of
stop shop scale

Patients
value having No all-out
voice in turf war
regimen
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out
for on-patent
approval in turf war
drugs
china

Clinicians We can build

value one- economy of
stop shop scale

Patients
value having No all-out
voice in turf war
regimen
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out
for on-patent
approval in turf war
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t
stop shop scale respond

Patients
value having No all-out
voice in turf war
regimen
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out
for on-patent
approval in turf war
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t
stop shop scale respond

Patients Limited
value having No all-out industry
voice in turf war press
regiment release
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out Compet-itive
for on-patent
approval in turf war reaction
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t
stop shop scale respond

Patients Limited
value having No all-out industry
voice in turf war press
regimen release
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out Compet-itive
for on-patent
approval in turf war reaction
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t Time & effort
to respond
stop shop scale respond

Patients Limited
value having No all-out industry
voice in turf war press
regimen release
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out Compet-itive
for on-patent
approval in turf war reaction
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t Time & effort
to respond
stop shop scale respond

Patients Limited
value having No all-out industry “radio
voice in turf war press silence”
regimen release
 Global leader Global leader Improve
quality of life Extend lives of
in diabetes in diabetes Cure diabetes
diabetics
“Diabetes experts” research treatment for diabetics

Primary care Endocrin-

diabetics Pharma-cists
physicians ologists

Prescript-ion Diabetes Developed

china
protocol devises world

Deep under- Deep under- Deep under-

Excellent standing of
standing of standing of
science
diabetes clinicians patients

Drug Create trust

Build reputation as THE diabetes develop-
Sell-thru to
w/other
patients &
company by: ment diabetes
clinicians
prowess experts

We can
Patients pay
manage drug No all-out Compet-itive
for on-patent
approval in turf war reaction
drugs
china

Clinicians We can build Competit-ion

value one- economy of won’t Time & effort
to respond
stop shop scale respond

Patients Limited
value having No all-out industry “radio
voice in turf war press silence”
regiment release

Innovation& Patient Clinician

R&D advocacy influence

FDA
R&D stage-
approval CRM
gate process
process
questions

?
 thank you

@matthewemay matt.may@editinnovation.com

!