Renée Mauborgne

The war analogy we have used for strategy so far is the wrong one: It is based on an assumption that there’s only so much territory that exists. So it’s been about dividing up that territory. There’s been a winner and a loser. But our research shows it’s not a zero-sum game. You can create new land. Business history shows us that, contrary to perceived wisdom, the number of market spaces that can be created is infinite.

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