Background

Here lay out the basic need to knows:

• What is the business?
• What category is it playing in?
• What is the current situation which needs to be overcome by the strategy?

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Strategy Argument

Here state your case in the form of a narrative like this:

• What’s the status quo of the category?
• Why does this suck? What’s wrong with it?
• What is the secret only you have realised which changes everything?
• What does that secret enable you to do?
• What is the ultimate benefit of this to the consumer?

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How We Must Change

Here state your prior delusions, the things you were doing that were not aligned with this strategy, and how you must change.

• We were wrong about [insert thing you did before that went against the strategy]
• We were wrong about [insert thing you did before that went against the strategy]