A manager might say they built an effective team from a group of individuals with disparate skill sets. An army commander would recognize that a well-coordinated force will almost always triumph over a numerically superior enemy who lacks organization. A company with an efficient management structure, or assembly line, will often have better margin

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of scale (say, the fixed cost of investing in a global technology platform), pursuing multiple markets would not have been an unreasonable strategy. By being specific about the mechanisms that connect strategic advice and WTP or WTS—by asking how—you gain a deeper understanding of the likely financial implications of strategic ideas. If you come ac

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