Constantinos C. Markides [Archive.org URL]

Simply communicating the choices you have made is often insufficient. What you really need to do is to communicate the choice and the alternatives considered and rejected in favor of the choice. It is the positioning of the choice relative to the alternatives considered that makes the choice clear to people. This means that what you need to say is not “We have decided to target customer X” but “We have decided to target customer X rather than customer Y or customer Z.” For example, choosing to be “the leading supplier in our markets” is not a credible choice. What alternatives to “leading supplier” have you considered and rejected?

Like this content? Why not share it?