Roger L. Martin · Roger L. Martin
articleinsightPTW/PI All-Stars Book Club – Chapter Nineteen
31 August 2026Strategy
Source excerpt
About Roger L. MartinIt’s Time to Accept that Marketing and Strategy are One Discipline
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Apollo layer
What a founder can learn
Founder takeaway
Treat marketing and strategy as one integrated set of choices. Decisions about customers, positioning, value propositions, and channels should shape the company’s strategy—not follow it as a separate execution plan.
Why it matters
When strategy and marketing are developed in silos, founders risk pursuing a market ambition that their positioning and customer acquisition system cannot support. Integrating them creates clearer priorities and more coherent use of scarce resources.
Put it to work
Review your current strategy and ask: Which specific customer choice, positioning decision, and route to market makes this strategy credible—and where do those elements conflict?
Private notes