STRATEGY
TEN
www.10x-e.com
Our
BHAG
Our
Winning Moves
‘big plays’ to
(
achieve, extend,
& exploit our
market position)
(
Our
Queer Customers
people most likely to
buy our product and
make us money)
True North Metric BHAG
Who are they? Their General Problem Their Special Problem Their Buying Moment
#1 #2 #3 #4
Do [X] by [time] to
achieve [Y] by [time
A “10/50 niche”.
What vivid characteristics
most important to why they
need us separate them
from ‘the mainstream’?
What problem are we
trying to solve?
What special aspect of the
problem will they pay more
than the mainstream to
solve? Why are they so
profitable to serve?
What emotional state
drives them to action
to solve their need?
What catalyses those
needs states?
Our
Remarkable Promise
value proposition: (
intriguing, compelling,
unique)
Our
Brilliance
Activities we are (
much better at)
Our
Unique capabilities)
(
Our
X-Factor
our thesis for market(
domination)
Promise Offering Guarantee Talking Logo Words We Own
What steps in the value chain do we kick butt in?
What measurable performance advantage do
we achieve?
What massive unsolved constraint / problem /
limiting factor restricts the value most competitors
deliver to customers?
How are we going to solve The Choke Point in a
way that gives us a massive unfair advantage for a
long time?
What capabilities set us apart (they’re really valuable in delivering our promise, we have them in abundance,
competitors don’t, and they’re hard to get)?
Operations design, capital. Including know-how, processes, assets, & networks
Our
Differentiated
Positioning
Which PRIMARY SOURCE OF VALUE dominates how you will make trade-offs in Organisation design,
investment and budget allocation?
• Superior Relationships – Building strong relationships with a specific Market segment, Having superior insight into their needs,
& rolling out multiple products / services to meet those, leveraging the trusted relationship to sell into the segment
• Superior Service – delivering far superior service to the industry standard, leaving customers feeling well looked after
• Superior Product - Having a significantly superior Product or range of products, through superior R&D & product development
• Superior Value - Delivering the lowest possible price for a low frills but satisfactory product / service
What operational activities do we do much better than
our primary competitors?
What do we
promise to do
for them?
What products
& services do
we use to fulfil
that promise?
What costly, internal
mechanism do we use to
force massive internal
focus on delivering our
promise, every time?
What Unique
Selling Proposition
accompanies our
company logo in
all branding?
For which phrases will
we be #1 on Google?
Do [X] by [time] to
achieve [Y] by [time]
Do [X] by [time] to
achieve [Y] by [time]
Do [X] by [time] to
achieve [Y] by [time]
Our # 1 measure of business success From [X] to [Y] [True North Metric] by [month & year]
Game-changing outcome of executing strategy
Our
Business DNA
Our
Founders’ DNA
WHAT problem do we exist to
solve, for whom?
WHY does it matter to us? What is
the ultimate reason we want to
solve that problem?
HOW will we go about it? If strangers
were to watch us for a few days, what
words would they use to describe us
and how we do our work?
What gets us out of the bed
in the morning? What
problem are we obsessed
with solving? What would we
do for free if we could?
What does our core team bring to
this space that our main
competitors don’t have? What in
our collective experience, skills &
personalities conveys unique
strengths in our leadership team?
Which critical influencers, networks, or
key channels do we have privileged or
superior access to, which could
convey advantage?
HOW?
HOW?
WHY?
HOW?
Mission?
Purpose Values
Founders’ Passion
Founders’ Unique Strengths
Founders’ Networks
Value chain performance advantage Activities
The Choke Point Our X-Factor
[ COMPANY X ]
HOW?
[Financial metric] / [performance denominator]
Signature Strengths
