Roger L. Martin · Roger L. Martin
articleinsightPTW/PI All-Stars Book Club – Chapter Twenty-Four
19 October 2026Strategy
Source excerpt
About Roger L. MartinDistinguishing How-to-Win from Capabilities in Your Strategy Choice
This is a limited feed-provided excerpt, not the full original work.
Apollo layer
What a founder can learn
Founder takeaway
Keep your how-to-win choice distinct from the capabilities required to deliver it. First define the basis on which customers will choose you; then identify the abilities and systems needed to make that choice credible.
Why it matters
When capabilities are mistaken for strategy, founders can invest heavily in what the company does without clarifying why it will win. Separating the two improves strategic focus and makes capability investments easier to prioritize.
Relevant guides
Put it to work
Complete these two sentences separately: “We will win by ___” and “To do that consistently, we must be excellent at ___.” Then check whether every capability listed directly supports the stated way to win.
Private notes