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Define business strategy through rigorous choices on growth, positioning, portfolios, resources and execution.
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Why does this business belong in the portfolio?
Ownership should have a strategic rationale beyond history, reported revenue or the cost and inconvenience of changing the portfolio.
Which consumers are actually worth building for?
A large segment can still be strategically unattractive when acquisition cost, price sensitivity or weak retention undermine its economics.
Strategic challenges
Most markets contain more claims than actual differentiation
Competitors frequently converge on similar promises because communication evolves faster than the underlying business model or capabilities.
Capital allocation is corporate strategy in its most tangible form
Budgets reveal which businesses the organisation actually believes in more clearly than portfolio narratives or strategic aspirations.
POV
Trying to appeal to everyone usually weakens the proposition
Consumer strategy becomes stronger when the business is explicit about which needs it will serve exceptionally well and which it will not.
Scale does not rescue weak unit economics
A venture that loses value with every additional customer has a business-model problem, not a growth problem.
Strategic impact
Synergy must exceed the cost of complexity
Shared customers, capabilities or infrastructure create value only when their benefits outweigh coordination, compromise and managerial overhead.
Portfolio roles should determine investment
A growth product, retention product and harvesting product should not receive resources according to the same assumptions or success criteria.
What we observe
Roadmaps often preserve decisions nobody remembers making
We frequently see development capacity committed to accumulated requests without a current strategic rationale for why those priorities still matter.
Segmentation often describes consumers without changing strategy
We frequently see detailed personas that create little guidance about which customers, occasions or economics should actually be prioritised.