--- title: "Meaning & Key Takeaway of: when it came to where to play, the…" description: "\"“when it came to where to play, the company needed to define which regions, categories, channels, and consumers would give P&G a sustainable competitiv..." image: "https://sms4smile.com/quotes/i/8b3/a-g-lafley-34355_business_when-it-came-to-where-to-play-the-compan_11454.jpg" --- # when it came to where to play, the company needed to… ![“when it came to where to play, the company needed to define which regions, categories, channels, and consumers would give P&G a sustainable competitive advantage.” quote by A.G. Lafley](https://sms4smile.com/quotes/i/8b3/a-g-lafley-34355_business_when-it-came-to-where-to-play-the-compan_11454.jpg) [Download](https://sms4smile.com/quotes/i/8b3/a-g-lafley-34355_business_when-it-came-to-where-to-play-the-compan_11454.jpg) [Open image](https://sms4smile.com/quotes/i/8b3/a-g-lafley-34355_business_when-it-came-to-where-to-play-the-compan_11454.jpg) > ““when it came to where to play, the company needed to define which regions, categories, channels, and consumers would give P&G a sustainable competitive advantage.”” [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Identifying the optimal market segments—geography, product line, distribution channel, and target consumer—that will sustain a lasting edge over rivals. **In simple terms:** Strategic market segmentation Key Takeaway Focus on high‑value niches Themes strategy competition market segmentation sustainability growth Mood analytical determined Type business insight leadership When to use this quote - launching a new product line - expanding into a new region - restructuring sales channels - entering a new consumer demographic Key Concepts competitive advantage targeting resource allocation Practical Applications - market analysis - portfolio prioritization Questions to Reflect On - Which segments deliver the greatest long‑term ROI? - How can we validate the chosen segments before full rollout? ★ ★ ★ ★ ★ No ratings yet [Business](https://sms4smile.com/quotes/about/business/) [Competitive advantage](https://sms4smile.com/quotes/about/competitive-advantage/) [Customer](https://sms4smile.com/quotes/about/customer/) ## Related quotes > [“The only sustainable competitive advantage is an organization's ability to learn faster than the competition.”](https://sms4smile.com/quotes/peter-senge/the-only-sustainable-competitive-advantage-is-an-organization-s/) [Peter Senge](https://sms4smile.com/quotes/author/peter-senge/) > [Your ability to learn faster than your competition is your only sustainable competitive advantage.](https://sms4smile.com/quotes/arie-de-gues/your-ability-to-learn-faster-than-your-competition-is-your-only/) Arie De Gues > [The fundamental basis of above-average performance in the long run is sustainable competitive advantage.](https://sms4smile.com/quotes/warren-buffett/the-fundamental-basis-of-above-average-performance-in-the-long-run-is/) [Warren Buffett](https://sms4smile.com/quotes/author/warren-buffett/) > [Exploiting a sustainable competitive advantage is great... If you can find it.](https://sms4smile.com/quotes/rita-gunther-mcgrath/exploiting-a-sustainable-competitive-advantage-is-great-if-you-can/) Rita Gunther McGrath > [Teamwork remains a sustainable competitive advantage that has been largely untapped because it is hard to measure (teamwork impacts the outcome of an organization…](https://sms4smile.com/quotes/patrick-lencioni/teamwork-remains-a-sustainable-competitive-advantage-that-has-been/) [Patrick Lencioni](https://sms4smile.com/quotes/author/patrick-lencioni/) > [“The ability to learn faster than your competitors is the only sustainable competitive advantage.”](https://sms4smile.com/quotes/steven-kotler/the-ability-to-learn-faster-than-your-competitors-is-the-only/) [Steven Kotler](https://sms4smile.com/quotes/author/steven-kotler/) > [Marketing strategy is a series of integrated actions leading to a sustainable competitive advantage.](https://sms4smile.com/quotes/john-sculley/marketing-strategy-is-a-series-of-integrated-actions-leading-to-a/) [John Sculley](https://sms4smile.com/quotes/author/john-sculley/) > [The ability to learn faster than competitors may be the only sustainable competitive advantage.](https://sms4smile.com/quotes/arie-de-geus/the-ability-to-learn-faster-than-competitors-may-be-the-only/) [Arie de Geus](https://sms4smile.com/quotes/author/arie-de-geus/) > [“To test the sub-hypothesis “Client has a strong, sustainable competitive advantage in the market,” you need to understand the differences between the client and…](https://sms4smile.com/quotes/victor-cheng/to-test-the-sub-hypothesis-client-has-a-strong-sustainable/) [Victor Cheng](https://sms4smile.com/quotes/author/victor-cheng/) > [The ability to learn faster than your competitors may be only sustainable competitive advantage.](https://sms4smile.com/quotes/arie-de-geus/the-ability-to-learn-faster-than-your-competitors-may-be-only/) [Arie de Geus](https://sms4smile.com/quotes/author/arie-de-geus/) > [“that a corporate strategy represents a plan to effectively allocate scarce resources to achieve sustainable competitive advantage.”](https://sms4smile.com/quotes/orit-gadiesh/that-a-corporate-strategy-represents-a-plan-to-effectively-allocate/) [Orit Gadiesh](https://sms4smile.com/quotes/author/orit-gadiesh/) > [“In an environment of turbulent change, as de Geus famously wrote: “The ability to learn faster than your competitors is the only sustainable competitive…](https://sms4smile.com/quotes/steven-kotler/in-an-environment-of-turbulent-change-as-de-geus-famously-wrote-the/) [Steven Kotler](https://sms4smile.com/quotes/author/steven-kotler/) > [There is now more pressure on consumers than there has ever been and it is not sustainable.](https://sms4smile.com/quotes/betty-furness/there-is-now-more-pressure-on-consumers-than-there-has-ever-been-and/) Betty Furness > [When you're doing a legitimate play, if you have a company of 12, it's considered a big cast.](https://sms4smile.com/quotes/carol-kane/when-you-re-doing-a-legitimate-play-if-you-have-a-company-of-12-it-s/) [Carol Kane](https://sms4smile.com/quotes/author/carol-kane/) > [I'm the kind of actor who truly believes that every play is a company play.](https://sms4smile.com/quotes/jason-butler-harner/i-m-the-kind-of-actor-who-truly-believes-that-every-play-is-a-company/) [Jason Butler Harner](https://sms4smile.com/quotes/author/jason-butler-harner/) ## More by A.G. Lafley > [“as every good marketer knows, awareness precedes trial.”](https://sms4smile.com/quotes/a-g-lafley/as-every-good-marketer-knows-awareness-precedes-trial/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“When a company sets out to participate, rather than win, it will inevitably fail to make the tough choices and the significant investments that…](https://sms4smile.com/quotes/a-g-lafley/when-a-company-sets-out-to-participate-rather-than-win-it-will/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“First, Olay needed to convince skin-care-savvy women that the new Olay products were just as good as, or better than, higher-priced competitors. It began…](https://sms4smile.com/quotes/a-g-lafley/first-olay-needed-to-convince-skin-care-savvy-women-that-the-new-olay/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“The plan was to remake Oil of Olay—its brand, its business model, its package and product, its value proposition, and even its name.”](https://sms4smile.com/quotes/a-g-lafley/the-plan-was-to-remake-oil-of-olay-its-brand-its-business-model-its/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“Strategy needn’t be mysterious. Conceptually, it is simple and straightforward. It requires clear and hard thinking, real creativity, courage, and personal leadership.”](https://sms4smile.com/quotes/a-g-lafley/strategy-needn-t-be-mysterious-conceptually-it-is-simple-and/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“Winning is what matters—and it is the ultimate criterion of a successful strategy.”](https://sms4smile.com/quotes/a-g-lafley/winning-is-what-matters-and-it-is-the-ultimate-criterion-of-a/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“experiencing shopping as a consumer would. Nothing else would have worked without those insights. Second, Clay Street is about building a team totally driven…](https://sms4smile.com/quotes/a-g-lafley/experiencing-shopping-as-a-consumer-would-nothing-else-would-have/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“It chooses to play in its own retail stores, with athletic wear for women. It decides to win on the basis of performance and…](https://sms4smile.com/quotes/a-g-lafley/it-chooses-to-play-in-its-own-retail-stores-with-athletic-wear-for/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“The heart of strategy is the answer to two fundamental questions: where will you play, and how will you win there?”](https://sms4smile.com/quotes/a-g-lafley/the-heart-of-strategy-is-the-answer-to-two-fundamental-questions/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“a strategy is a coordinated and integrated set of five choices: a winning aspiration, where to play, how to win, core capabilities, and management…](https://sms4smile.com/quotes/a-g-lafley/a-strategy-is-a-coordinated-and-integrated-set-of-five-choices-a/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“strategies that allow it to command price premiums.”](https://sms4smile.com/quotes/a-g-lafley/strategies-that-allow-it-to-command-price-premiums/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) > [“They had a clear and defined approach to strategy, a thinking process that enabled individual managers to effectively make clearer and harder choices. That…](https://sms4smile.com/quotes/a-g-lafley/they-had-a-clear-and-defined-approach-to-strategy-a-thinking-process/) [A.G. Lafley](https://sms4smile.com/quotes/author/a-g-lafley/) [Explore all 13 A.G. Lafley quotes ](https://sms4smile.com/quotes/author/a-g-lafley/) ## More Business quotes > [Companies with cultures that celebrate diverse opinions and encourage the exchange of ideas have an advantage when solving difficult problems. A company that doesn't…](https://sms4smile.com/quotes/doug-mcmillon/companies-with-cultures-that-celebrate-diverse-opinions-and-encourage/) [Doug McMillon](https://sms4smile.com/quotes/author/doug-mcmillon/) > [You can laugh at me, but I understand show business.](https://sms4smile.com/quotes/ksenia-sobchak/you-can-laugh-at-me-but-i-understand-show-business/) [Ksenia Sobchak](https://sms4smile.com/quotes/author/ksenia-sobchak/) > [“Start a business, not a startup”](https://sms4smile.com/quotes/anonymous/start-a-business-not-a-startup/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [“Take some books and read; that’s an immense help; and books are always good company if you have the right sort.”](https://sms4smile.com/quotes/louisa-may-alcott/take-some-books-and-read-that-s-an-immense-help-and-books-are-always/) [Louisa May Alcott](https://sms4smile.com/quotes/author/louisa-may-alcott/) > [I'm a business first and foremost so whatever my business is, it's separate from my personal. It's like whatever I do business wise, it's…](https://sms4smile.com/quotes/snoop-dogg/i-m-a-business-first-and-foremost-so-whatever-my-business-is-it-s/) [Snoop Dogg](https://sms4smile.com/quotes/author/snoop-dogg/) > [Many early-stage entrepreneurs make one simple mistake: Describing this 'big picture' in vague concepts and words.](https://sms4smile.com/quotes/sunil-nagaraj/many-early-stage-entrepreneurs-make-one-simple-mistake-describing/) [Sunil Nagaraj](https://sms4smile.com/quotes/author/sunil-nagaraj/) > [Nobody has a crystal ball, and part of evolving a business plan is to say, 'I might have said we're going left, but I…](https://sms4smile.com/quotes/ryan-kavanaugh/nobody-has-a-crystal-ball-and-part-of-evolving-a-business-plan-is-to/) [Ryan Kavanaugh](https://sms4smile.com/quotes/author/ryan-kavanaugh/) > [I think a business guy is different from an artist. They walk different paths. Artists create the best outputs when they're having fun. And…](https://sms4smile.com/quotes/g-dragon/i-think-a-business-guy-is-different-from-an-artist-they-walk/) [G-Dragon](https://sms4smile.com/quotes/author/g-dragon/) > [ “\[S\]ometimes, when you are a food person, the possible irrelevance of what you are doing doesn’t cross your mind until it’s too late. (Once,… ](https://sms4smile.com/quotes/nora-ephron/s-ometimes-when-you-are-a-food-person-the-possible-irrelevance-of/) [Nora Ephron](https://sms4smile.com/quotes/author/nora-ephron/) > [If you have a different mindset, you will have a different outcome: if you make different choices from your peers, your life will then…](https://sms4smile.com/quotes/jack-ma/if-you-have-a-different-mindset-you-will-have-a-different-outcome-if/) [Jack Ma](https://sms4smile.com/quotes/author/jack-ma/) > [“Some say the Earth is angry Because he wants no company; I say the Earth is angry Because he lives alone.”](https://sms4smile.com/quotes/n-k-jemisin/some-say-the-earth-is-angry-because-he-wants-no-company-i-say-the/) [N.K. Jemisin](https://sms4smile.com/quotes/author/n-k-jemisin/) > [ If the State does not acquire supremacy over \[vast private\] enterprises, it becomes their puppet, and they become the real State. ](https://sms4smile.com/quotes/bertrand-russell/if-the-state-does-not-acquire-supremacy-over-vast-private-enterprises/) [Bertrand Russell](https://sms4smile.com/quotes/author/bertrand-russell/) > [It's not just that families can't buy a home or start a business without some savings tucked away.](https://sms4smile.com/quotes/jim-cooper/it-s-not-just-that-families-can-t-buy-a-home-or-start-a-business/) [Jim Cooper](https://sms4smile.com/quotes/author/jim-cooper/) > [I'm not into business at all.](https://sms4smile.com/quotes/freddie-mercury/i-m-not-into-business-at-all/) [Freddie Mercury](https://sms4smile.com/quotes/author/freddie-mercury/) > [I've long believed one of the mainsprings of our own liberty has been the widespread ownership of property among our people and the expectation…](https://sms4smile.com/quotes/ronald-reagan/i-ve-long-believed-one-of-the-mainsprings-of-our-own-liberty-has-been/) [Ronald Reagan](https://sms4smile.com/quotes/author/ronald-reagan/) [Browse all 39,016 Business quotes ](https://sms4smile.com/quotes/about/business/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“when it came to where to play, the company needed to define which regions, categories, channels, and consumers would give P&G a sustainable competitive advantage.”", "creator": { "@type": "Person", "name": "A.G. 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