Winning Capabilities to deliver value

A value proposition is a company’s strategic advantage that attracts customers to purchase its products over its competitors. Delivering value requires “Winning Capabilities.” Let’s understand: Winning capabilities are a combination of assets, competencies, and relationships that enables a company to achieve excellence. It is the second key component of the “Discover” phase after developing a guiding purpose. Therefore, it is essential to understand the current state and the future state of capabilities to win in this market. 1. Assets: These are the key advantages a company has to deliver value to its customers. These can be physical (e.g., facilities, manufacturing plants, machines), intellectual (e.g., brands, knowledge, patents), people (human resources). Taking a good inventory of assets will help in developing a comprehensive aspiration blueprint. 2. Competencies: These are the activities a company must do to keep its competitive advantage. For an automotive manufacturer, Toyota, designing, manufacturing, and delivering a superior product provides a competitive edge. For Microsoft, it’s software development. As the market is changing, companies must understand their competencies in the light of the next normal. 3. Relationships: These are the key partnerships of suppliers, customers, industry peers, and even competitors that make a company excel. Especially in this evolving and innovative environment, no one company has all the answers to the problems. For example, multiple automotive manufacturing companies are collaborating to develop traditional fuel alternatives.     Now is a great time to understand our capabilities to excel in this market.

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