As described by AG Lafley and Roger Martin in their book “Playing to Win: How Strategy Really Works”, strategy has two major components: “Where to play?” and “How to win?”. The answers to “Where to play?” are discretionary decisions by leaders in an organisation. Of course, such decisions should be informed by insights and the competitive landscape. But customers are already fulfilling their needs one way or another. So at the time of any strategic decision customers won’t know what they are missing out on. So yes, leader validation is the right way to......

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