Across markets, customer groups, products and channels, where to compete? Defining your market space is a strategic choice that answers these key questions.

In business strategy, a to-whom, for-what mindset helps define the playing field. Learn from 3 world-famous companies so you can gain a competitive advantage.

Learn how top companies like Amazon and Apple use their 'why' to drive success. Discover the power of customer-centricity and brand purpose to build loyalty and guide decisions.