Investing to be World Class at something does not lead to winning. All it does is increase the cost of losing. Instead, pick the one area in which you are going to be Best-In-Class and invest what it takes to make that your competitive advantage. Manage everything else to be above averagely strong or cost-effectively good enough.

Michael Porter told us that strategy is choosing what not to do. My partner Harry Kangis likes to say that choosing not to pursue a bad idea is easy. The hard choice is choosing not to do something that’s a good idea for someone else. This is where World Class lands. Let someone else be Best-In-Class at that so you can devote more effort to being Best-In-Class at what you do.

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