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This can have lasting impact on employees, customers, financial performance, and society. The father of modern management – Peter F. Drucker – focused on how organizations can contribute to a functioning society. Confucius focused on how to build a functioning society, largely from a family and individual perspective. Despite these differing starting points, their collective work provides a remarkably consistent set of principles that can provide practical guidance for executives who want to both “win in the present” and create their own future.   The purpose of this book is to help leaders and decision-makers successfully navigate their organizations through the stormy seas of the present, into the future. In the first section of the book, the authors demonstrate how executives can make five direction-setting ‘big choices’ for their firms. 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Such an approach is reflected in the fact that most popular theories of business strategy have focused on resource- and capability-based perspectives of the firm. Real-world businesses embracing and applying these intuitively attractive theories have struggled to compete, however, exactly because those theories fail to adequately account for the most important actor in all commercial transactions: the customer.   In The Soul of Strategy, two veteran strategists and academics deliver a straightforward new approach to business strategy—one that builds and expands on the classic work of Peter Drucker—recognizing the inescapable reality, faced by every organization, that a firm's primary job is to create and keep customers.   The book offers a comprehensive customer-centric strategy framework, a set of fresh perspectives and tools, and step-by-step guides to implementing the leadership styles, governance structures, and technology that companies require to outcompete their rivals in attracting and retaining customers.  The book brings to life these key principles by using case studies and examples of organizations in a variety of industries. You'll find:     A clear description of the concept of customer centricity and its value to the organization. A new consumer behavior framework that will enable you to ask the right questions to elicit unique, actionable customer insights A “Customer Choice Cascade” that details how to select, prioritize, and deliver value for both customers and the firm. A balanced perspective on how to both find sources of innovation and systematically abandon activities, products, structures and systems that no longer add value to customers. The key role that customer insight data play in setting customer-centered strategy. Expansions on Drucker's proven strategic insights and ideas that go beyond well-worn frameworks like Porter's Five Forces.   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