Summary: Growth Strategy in 10 Steps

In their book Grow By Focusing on What Matters (2010 Business Expert Press), Professors Urbany and Davis start from the premise that growth and competitive advantage are about effective positioning. Through nine chapters they explain how to build positioning using a "3-circle model" that facilitates speed of understanding and action by focusing attention on the most critical strategy concepts in a demanding and uncertain competitive environment. Chapter 9, the final chapter, summarizes the book by presenting the 10-step process in which a growth strategy project is defined and executed. There are really three big elements underlying these 10 steps. The first involves the management team formally laying out the scope of the project and then their hypotheses about customer value. The second involves gathering data directly from target customers and analyzing it by breaking it down into the categories defined in the 3-circle model and deeper analysis via laddering. The third involves developing particular growth strategy ideas and testing them via (a) an assessment of alignment and capabilities required and (b) an evaluation of the competitive dynamics of the marketplace. The book's outline: Chapter 1 The Challenges of Growth Chapter 2 Introduction to 3-Circle Analysis Chapter 3 Defining the Context Chapter 4 The Meaning of Value Chapter 5 Sorting Value Chapter 6 Growth Strategy Chapter 7 Implementation: An Inside View of the Organization Chapter 8 The Dynamics of Customer Value and Competitive Advantage Chapter 9 Summary: Growth Strategy in 10 Steps

• Growth strategy
• Customer relationship management
• Strategic positioning
• Management skills
• Competitive advantage