"Competing to be the best feeds imitation" 

Playing to beat the competition is a zero-sum game. Instead, it’s about playing to win with our customers.

There are several ways to create value.

Defining "Where to Play" means deciding where to compete and being clear about where not to play.

This helps focus energy on areas where it’s possible to gain a competitive advantage.

It’s about creating value for both customers and the organization.

The "Where to Play" should revolve around the following elements:

• A customer segment, including the jobs and needs to be served
• A geography where to compete
• Specific distribution channels
• A specific offering

These choices are built on core competencies, key partners, and critical resources that allow you to be unique and develop a competitive advantage.

All these choices will shape the business model that enables the strategy.

Examples

The Essence of Nike and its Choices

Sinek explains Nike’s essence in the following video. It’s not about winning but rather about trying. From this ambition, there are choices to win the hearts of its customers. However, changing the strategic equation can lead to the challenges we discussed last week.

Defining Value From the Customer’s Perspective

In 1997, upon his return to Apple, Jobs explained the importance of creating value starting from the customers you want to serve. He brilliantly shared his vision: it’s not technology that should dictate products, but the user experience.

Zero-Sum Games in Business

Finally, Sinek talks about zero-sum games in his video “Trying to Win in Business.” Playing to win a zero-sum game leads to a loss of trust and a decline in cooperation and innovation.

There are countless ways to be unique!

Have a good week

Eric L’Heureux