Big Picture Strategy
The Six Choices That Will Transform Your Business

Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands.

Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth.

Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of: 

• The critical choices that leaders must make to define a marketing strategy and to align their teams to be able to execute on it
• The four strategies companies use to launch and grow brands successfully
• How to use strategy-integrated metrics to promote continuous learning in organizations
• How to increase communications efficiency in commercial organizations through the use of a common vocabulary to frame customer-based issues

Unlike many of its competitors, Big Picture Strategy does not pretend that your organization has unlimited resources or capacity to pursue every area of possible strategic advantage. Instead, the author lays out a systematic and integrated choice-based framework that will drive growth in your organization for years to come.

Introduction vii

1 Your Strategy, Your Choices 1

2 Four Go-to-Market Strategies 25

3 Brands 47

4 The Business Category 75

5 Bodies: The Customer Focus 99

6 Customer Beliefs 125

7 Behaviors: Designing Brand Customer Experiences 157

8 Benchmarks: Learning from Our Work 197

Notes 219

Acknowledgments 227

About the Author 229

Index 231

MARTA DAPENA BARÓN is President of The Big Picture Partners, an executive training and marketing strategy firm. She is a coauthor of Marketing Management: The Big Picture and coaches over 1,000 executives each year on the subject of commercial strategy.