A Competitive strategy is all about being different. It is the creation of a unique and valuable position in the minds of consumers, a Unique Value Proposition (UVP), involving a different set of activities than those of the competitions’, or, if those activities are the same, performing them differently. It is about delivering a unique mix of value. A UVP is comprised of a whole system of interrelated and reinforcing activities that fit together, it is not a collection of disparate parts. If there is no fit amongst activities, and indeed fit amongst strategies, there is no distinctive overall competitive strategy and little sustainability.

A competitive strategy is also about trade-offs and choices, and those choices encompass not only what activities to do, but also what activities not to do. Activity-fit progresses along a continuum, starting with consistency between activities, to activities reinforcing each other, to finally optimisation of effort.

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