How to win
What is How to win?
The cascade's third question and the core of Intent: the value proposition and competitive advantage that make the where-to-play winnable. The three disciplines below are the standard answers; the target Power in the next layer is what the answer must eventually become.
How How to win works
A valid how-to-win names what the firm will do that competitors cannot or will not match, and which Power it expects that to accrue.
Case studies tagged with How to win
Each link opens the passage tagged with this concept.
The question to ask of a company
What did the company implement, for whom, against which alternative, and how was this approach intended to change customer value or economics? An explicit competitive choice explains why customers choose this offer.
Examples
- Southwest: lowest cost through point-to-point, one aircraft type, fast turns.
- Snowflake: separate storage from compute so any warehouse workload is cheaper and simpler.
Who names it — 2 of the canon
| Author | What they call it / where it appears |
|---|---|
| Martin & Lafley | How will we win? (cascade question 3) |
| Rumelt + | Guiding policy |
| Helmer | The route to Power |