In order for a Business to create wins all around, the Strategy function has to understand the difference between the horse and the cart, between the white ball and the triangle rack of balls in the middle of the pool table, between the lead actions and lag measures.

I'm not talking about Customer instead of profit. I'm saying you can focus on profit in a way that puts your focus on serving the customer. Or, you can focus on profit in a way that makes you forget about the customer.

Everybody loses when Strategy doesn't serve the customer.