- Keep our focus on the customer, with an eye on the competition and the rest of the strategy environment
- Provide our team with a continuing stream of options
- Enable rapid switching between options
- Encourage initiative at all levels -in particular, execute-and-communicate ("shoot and scoot") mindset rather than one of ask-and-wait
- Harmonize our efforts to achieve the future we have in mind
From Certain to Win page 84.