Strategy –– "Guts" by John Lyons

A strategy is a carefully designed plot to murder the competition.


Any premise that lacks a killer instinct is not a strategy.

Any premise that doesn’t reflect or include a consumer’s crying need is not a strategy.

Any premise that can’t make up its mind or that is overburdened with more than one objective or idea is not a strategy.

Any premise that represents compromise or group-think is not a strategy.

Any premise that is embalmed in stiff, predictable language – phrases like unique formula, the best possible, on the cutting edge, state of the art – is not a strategy.

Any premise that addresses the whole world – women 3 – 93 – is not a strategy.

Any premise that is interchangeable with that of another product in the category is not a strategy.