Frances Frei

Look at things at the top of the list.

And what do you have the operational capability to be great at?

Not what are you great at today?

What do you have the potential to be great at if you gave that more attention?

Yep.

And then if I gave that more attention, I have to acknowledge where am I taking attention away?

And please don't take attention away from something that's also at the top of the list.

Right.

Take attention away from something that's at the bottom of the list.

And all of it is guided by the customer's preferences.

So where do my competitors come into this story?

So the competitors come in.

When we say, what are you going to be great at?

Great is a relative term.

What am I going to be better than the competition at?

Well, the only way I know that is if I know who the competition is.

And most of us, if we go and ask people who the competitors are, sometimes companies think their competitors are different than who the customer thinks their competitors are.

And you know who's right?

The customer.

Right, right.