The Unique Competing Space: A Framework for evaluating the Competitive Landscape and strategic options
The UCS emerges when the customer needs overlap with the firm’s offering and, the competition’s offerings where those exist, are accounted for.
The portion of the Venn diagram where the customers’ needs uniquely overlap with the firm’s offerings is the firm’s UCS.
User Stories – a condiment for success in delivery efforts
What: ‘User Stories’ is intended to break business requirements into their most basic unit, stating what is needed, by an actor, in other for an action to be completed. They generally follow the format below: <user> needs (MUST, COULD, WOULD) to be able to <Action> because <Reason> Why: Useful mostly in (pseudo-)agile delivery environments where […]
When marketing becomes strategy (or a key strategic pillar) – the case of Cialis’ challenge of Viagra’s market
The strategic question for Lilly Icos was whether it could influence how physicians perceived the importance of the criteria (longer lasting effects). The positioning was hotly debated prior to launch: Should the company centre its marketing strategy on Cialis’s lack of side effects, given that safety was already one of the two key criteria (met […]
Business analysts are not professional scribes
It is easy to reduce business analysts to scribes – those human recorders who type out the dictates of business into a business approved template. Which is then signed off by business and forced down IS/IT’s throat for implementation and all the other good things that happen in downstream. But is that really the function […]