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 new
and stronger competition, volatile and uncertain markets, and shifting
customer desires and demands. The 3-Circle model facilitates speed of
understanding and action by focusing attention on the most critical strategy
concepts in this uncertain environment. Growth strategy emerges in
the model from systematically addressing four key strategy directives in a
deep 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, which
they’re not aware of;
3. potentially neutralize the unique value created for customers by
competitors;
4. explore and exploit new growth opportunities through deep understanding
of customers’ unmet needs.