A.G. Lafley

“when it came to where to play, the company needed to define which regions, categories, channels, and consumers would give P&G a…

— A.G. Lafley

“as every good marketer knows, awareness precedes trial.”

— 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…

— 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.…

— 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…

— 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.”

— A.G. Lafley

“Winning is what matters—and it is the ultimate criterion of a successful strategy.”

— 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…

— 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…

— A.G. Lafley

“The heart of strategy is the answer to two fundamental questions: where will you play, and how will you win there?”

— 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,…

— A.G. Lafley

“strategies that allow it to command price premiums.”

— 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…

— A.G. Lafley