Where to play is generally the first of the five core questions a BRAVE leader needs to answer. In theory, this is done by solving someone’s problem after choosing which customers to serve and which of their problem to solve. Industries and competitors, business models, places in the value chain, and geography all play a role in the selection leaders make. In practice the criteria often interact in ways you can't foresee.

Where Play Choices:

  • Which problem to solve (for which customers)?
  • Which business model?
  • Value chain focal point?
  • Geography?

Don’t get me wrong. Having a framework is important. Customers and their problems, your business model, value chain, and geographic choices are important. Just don’t follow the theory off the cliff. Theoretically elegant has no value if it’s not practically useful.

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