Where to play is one of the most important decisions a business makes. It is here that the senior leadership takes responsibility for the direction of the business over the next 3-5 years. They define where in the market there is value to be captured and how we can put our assets to work to best capture the value. Every choice made here filters down to the rest of the business; making it imperative that we get this right.
In the complex markets in which we operate, our businesses face an endless number of opportunities and risks. But to effectively utilize our assets and capabilities to extract the maximum value for our business, we can only focus on a few opportunities and risks in a three to five year period. It is vital that the voice of the customer drives this decision-making.