Sublime

A better product fulfilled an unmet consumer need, delivered a better user experience, and created better total consumer value.

Winning aspirations should be crafted with the consumer explicitly in mind.

Aspirations are the guiding purpose of an enterprise.

They had a clear and defined approach to strategy, a thinking process that enabled individual managers to effectively make clearer and harder choices.

Too many companies eventually die a death of modest aspirations.

performance in the marketplace. And it all starts with an aspiration to win and a definition of what winning looks like.

Each company doesn’t just want to serve customers; it wants to win with them.

Do start with consumers, rather than products, when thinking about what it means to win.

Companies in the grips of marketing myopia are blinded by the products they make and are unable to see the larger purpose or true market dynamics.