The first step in Customer Centricity is defining the battlefield and knowing how to fight wars you will win!  Strategic planning without a clear strategy can only get you so far.  Winning requires a great strategy, complemented by great execution.  A great strategy requires a great understanding of the destination: the End Game.  Why will you win the battle for customers, what will your advantage be versus competitors, and how will you use this to out-compete them? Are all the business’s assets aligned in support of this End Game?

In the battle of commerce you need to know the lie of the battlefield, the customers that you are targeting, the superior proposition that you will be offering, your strengths and the competitors’ weaknesses.  Strategy after all is about winning the war.

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