This unique approach to the design of long-term strategy instructs readers to plan a company's long-term strategy beginning with the product, assessing its market position, price, and unique appeal, and using it as a springboard for the entire long-range strategic plan. It outlines a model of excellence, highlighting its purposes, leadership, commitment, and relevance, and includes tips on how management can handle its people better and analyze risk more rationally with this new framework. Topics include the market as a basis for strategy, strategic blindness, managing opportunity, day by day operations, and people and performance.