4. Competitive Strategy – Deciding Where to Play

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One of the most critical strategic imperatives is the decision about where to play. This decision requires you to clarify “which jobs you will perform for your customers” and “which jobs you won’t”. This decision demands tradeoffs, requires the courage to ignore the herd and becomes even more important as the level of competition intensifies. Effective where to play decisions must answer three fundamental questions: 1) what jobs can you be best in the world at, 2) what jobs can you do profitably, and 3) what jobs are you passionate about doing?

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