“Taking a defensive position can, at best, only limit losses. And we need gains.” Peter Drucker, HBR, (1961).

  1. Core values drives performance.  What do you value?
  2. “For every action, there is an equal and opposite reaction.”  What reaction do you want from customers?
  3. Creative destruction happens.  Which will you play:  lead or catch-up.
  4. “A body at rest tends to stay at rest until affected by an outside force.” What force will you apply to drive action?
  5. “Nobody expects the Spanish inquisition.”  How will you respond to ambush marketing?
  6. Strategic plays get played out and new plays must be invented.  How will you play?