The fundamental truth behind Marketing.
This is so good!
I often ask organisations:
What is it that makes you different and better from your competitors, in ways that add value to and are valued by your customers, that can't be easily copied?
99% of the time they can't answer! - or say something like 'We are the market leader'...'We have been in business for 50 years'...'We have a great brand.'
None of these responses answer the question. Remember past success is no guarantee of future performance...ask any banker!
Strategy is all about answering this question - Creating your unique position in the market - that anticipates, identifies and satisfies customers wants and needs better than anyone else?
That is a Strategy!