Defining how to win describes the activities that you will do differently than rivals to distinguish the jobs that you have chosen to perform for your customers. One of the most common strategy traps is to failure to perform a different set of activities than your rivals do. The alignment of activities is also critical because individual activities often affect one another. When activities are consistent and reinforcing, the competitive advantage accumulates rather than eroding or offsetting. Companies like Southwest Airlines and Ikea outperform rivals because the cumulative effect of their activity systems are hard to replicate.

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