Grow by Focusing on What Matters. Competitive Strategy in 3 Circles

Growth and competitive advantage are about effective positioning.Building effective positioning is challenging today for fi rms facing newand stronger competition, volatile and uncertain markets, and shiftingcustomer desires and demands. The 3-Circle model facilitates speed ofunderstanding and action by focusing attention on the most critical strategyconcepts in this uncertain environment. Growth strategy emerges inthe model from systematically addressing four key strategy directives in adeep and disciplined way:1. defi ne, build, and defend the unique value you create for customers;2. correct, eliminate, or reveal value that is failing customers, whichthey're not aware of;3. potentially neutralize the unique value created for customers bycompetitors;4. explore and exploit new growth opportunities through deep understandingof customers' unmet needs.