One Big Idea
Organizations have to be good at lots of things, but the way to win is to become "differentiatingly" great at One Thing. The one thing every executive team must decide is, "What is your One Thing?"

Four Typical Responses
Based on our experience, we know that the Decide One Thing concept will get four different responses.
Some organizations will categorically reject the idea that they need to become great at One Thing.
Some will think it is cool, but get distracted by the next cool idea or fad that comes along.
Some will embrace the concept for a time,...