What are your Winning Aspirations? (e.g. Purpose, Vision, Mission, Core Values, Brand Promise)
Where to Play? (e.g. Geography, Marketing position, Market segment, Industries, Core Customers)
How to Win? (e.g. Value Proposition, Unique Buying Advantages, Unfair Competitive Advantages, Brand Promise)
Core Capabilities (e.g. Skills, experiences, deep domain expertise, culture)
Management Systems (e.g. systems, structures & metrics to track, monitor, and optimise to support the choices & operating model)