6.2 Play to Win Strategy (Martin)

Defines where you'll compete and how you'll win in your chosen arena. Launch on platform.

What is it?

The Play-to-Win framework, developed by Roger Martin and A.G. Lafley, is a practical, action-oriented strategic planning approach designed to help organizations clearly define their strategic choices and how they'll succeed. Originating from their influential book Playing to Win: How Strategy Really Works (2013), it guides leaders to focus strategy around five fundamental, interconnected questions.


Why is it useful?

Applying Play-to-Win helps you to:

Clarify strategic focus: Clearly identify where to compete and how you’ll uniquely 
win. Drive alignment: Align your organization's actions, resources, and people behind 
coherent strategic choices. Increase decisiveness: Move confidently from vague aspirations to concrete, 
actionable plans. Improve execution: Link your strategic choices clearly to everyday decision-making,
enhancing consistency and effectiveness.

How does it work?

The framework revolves around answering five critical strategic questions:

1

What is our Winning Aspiration?

Focus: Clearly articulate your overarching purpose, vision, or desired outcome.

Example: Become the global market leader in sustainable packaging by 2030.

2

Where will we Play?

Focus: Clearly define target markets, segments, geographies, channels, and customers.

Example: Focus exclusively on premium eco-friendly consumer markets in North America and Europe.

3

How will we Win?

Focus: Identify clearly how you will achieve competitive advantage and differentiation in chosen markets.

Example: Offer superior product innovation, exceptional customer experience, and sustainability credentials.

4

What Capabilities must we have?

Focus: Clearly determine critical skills, competencies, or resources needed to win.

Example: Strong R&D team, agile manufacturing capability, robust sustainability certifications, skilled marketing team.

5

What Management Systems are required?

Focus: Clearly define systems, processes, measurements, and incentives to support and sustain your strategy.

Example: Establish innovation-driven performance metrics, sustainability audits, customer experience tracking, and aligned incentive structures.

Turning Play-to-Win Strategy into Action

To practically implement the Play-to-Win strategy:

• Integrate decisions clearly: Ensure answers to all five questions align and reinforce each other.


• Execute with clarity: Use your strategic answers to guide everyday decision-making at every organizational level.

• Evaluate and adapt continually: Regularly reassess your strategic choices and adjust dynamically based on competitive shifts and new opportunities.