Turn commercial intent into direction.

Strategy & Direction

Business case: Definition and Commercial Context

An evidence-based justification for investment, including benefits, costs, risks and alternatives.

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Strategy & Direction

Business model: Definition and Commercial Context

The logic through which an organisation creates, delivers and captures value.

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Strategy & Direction

Business strategy: Definition and Commercial Context

The coordinated choices an organisation makes about where to compete and how to create sustainable value.

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Strategy & Direction

Buyer persona: Definition and Commercial Context

A research-informed representation of a buying role's goals, concerns and decision context.

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Strategy & Direction

Category creation: Definition and Commercial Context

The effort to establish a new way of defining and evaluating a market problem and its solutions.

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Strategy & Direction

Category design: Definition and Commercial Context

The deliberate development of a market category's language, boundaries and evaluation criteria.

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Strategy & Direction

Commercial due diligence: Definition and Commercial Context

The evaluation of market, customer, competitive and revenue assumptions in a transaction.

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Strategy & Direction

Commercial hypothesis: Definition and Commercial Context

A testable proposition about how a commercial action will affect an outcome.

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Strategy & Direction

Commercial strategy: Definition and Commercial Context

The choices governing markets, customers, propositions, routes to market and revenue economics.

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Strategy & Direction

Competitive analysis: Definition and Commercial Context

The systematic assessment of alternatives, competitors and sources of differentiation.

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