This approach grew out of the strategy practice a Monitor Company and subsequently became the standrad process at P&G. Over the course of our careers, we worked to develop a robust framework around our strategic approach, a way to teach the conceots to others, and amothodology for bringing it to life in an organization. Within Monitor, Micheal Porter, Mark Fuller,and jonathan Goodman played important roles in Advancing this thinking. At P&G, Tom Laco, Steve Donovan, Clayt dalay, Gil Cloyd, and dozen of other business and funtional leaders (includingthose whose stories are told in this book)all contributed substantially to the work of shapering the strategy of the company. Along with Michael Porter, academics Peter Drucker and Chis Argyris were seminal influences who shaped our thinking and work