Do discuss, debate, and refine your activity system; creating an activity system is hard work and may well take a few tries to capture everything in a meaningful way.

Not only is strategy possible in times of tumultuous change, but it can be a competitive advantage and a source of significant value creation.

Focus is a crucial winning attribute. Attempting to be all things to all customers tends to result in underserving everyone.

Action consistent with the how-to-win choice is vital.

The people at Olay aren’t harder working, more dedicated, bolder, or luckier than everyone else. But their way of thinking about the choices they made was different.

We work hard to find the tensions that we can help resolve. From those tensions come insights that lead to big ideas.”2 Those big ideas can be the basis of a powerful where-to-play choice.

To win with Olay in mass, the company had to bridge the mass and prestige markets, creating what it would come to call a masstige category.

Aspirations are the guiding purpose of an enterprise.

Too many companies eventually die a death of modest aspirations.