A New Perspective on Strategy

Learn the role of customer needs in strategy formulation.


An effective strategy enables a company to achieve a unique and valued competitive position. This article by Strategyn CEO Tony Ulwick explains that strategy formulation does not begin with selecting which activities to pursue, like Michael Porter asserts. Rather, it begins with deciding what unmet customer needs to target for value creation; everything else follows.

This white paper also introduces six growth paths a company can pursue in any market to plot its growth and outflank its competitors.

A New Perspective on Strategy Strategyn cover