Strategy itself is the encapsulation of how you’re going to achieve a given aim.
It’s your competitive advantage in a given scenario. It is an articulation of how you’re going to win.
Whether it’s military strategy, or business strategy, or brand strategy, or evolutionary strategy, or patent strategy, or political strategy, any effective strategy identifies the asymmetric strength that you have in a given scenario that will enable you to win.
When you and your peers have a given strength, that is not an asymmetric advantage, you need to identify where you alone shine. This helps you to avoid petty one-upmanship in favor of big, meaningful strides.
World-class brands identify the things that will bring them disproportionate strides toward their desired end. Some examples:
So, what is your asymmetric strength that far exceeds the rest of the market? Where do you alone shine? The way to achieve your business goals is to identify your asymmetric strength and then to nurture it and to embrace it – and to use it to grow in the way that only you can.
Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.