“Online Auctions”, “Fast Oil-Changes”, “Low-Fare Airline”
Now name the companies that these phrases describe.
As an organization, if you can simplify your company’s strategy (or difference) into two words or two themes just think how powerful that is to help you make decisions.
Herb Kelleher the former CEO of Southwest Airlines once was asked about how he ran the company so well. The abbreviated version is – “It’s simple, we are THE low-fare airline – after that all decisions are easy.” For the extended version, check out this excerpt from the well written book Made to Stick.
In part 3, we will build your two-themed Strategic Position
