Strategy

The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.

A good strategy always contains three elements: Diagnosis (define the nature of the challenge in simple terms), Guiding Policy (the overall approach you've chosen to use) and Coherent Actions (steps required to carry out the policy).

It’s not that sexy new PM tool. That’s a shiny object, distracting you from the real problem.

It starts with process and people, and you support that with tools. The simpler, the better.