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The Easiest Strategy

If you're struggling with making choices on where your company should play and how it's going to win, simplify your thought process by asking one powerful question:


"Do we understand the customers we want to serve and what they want?"


If you don't know that answer, immediately stop what you're doing. No seriously, stop.


Close your inbox. Delete your spreadsheets. Fire your strategy consultants. Get up out of your office chair.


Go find your clients, no matter where they are, shadow them, and learn. And don't come back until you can answer that question.


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