Business leaders know the most important element of organizational identity is your mission and that understanding competition is fundamental to success. In fact, it's central to defining who you are as a company. Without appropriate attention to your competitive position in the market, various forces will shape it for you. But to many, this concept is a vague notion without a clear place in strategic planning.

Through my own experiences and inspired by published research, I realized there was a need for a framework. I've developed a simplified approach to bridge the gap from awareness to actionable steps for what is a nuanced and complicated topic that has worked for me and can be individualized to everyone that uses it.

This book is a primer on the topic of competitive position in business. It will be a trigger for you to think about your company's mission in a different, more holistic way. It should be used as a starting point, a way to see the dichotomy between your incentives and the boardroom discussions and begin to align your operations.