Peter Killing and Thomas Malnight are professors of business strategy at IMD the Switzerland-based business school and Tracey Keys is a consultant. In their book Must-Win Battles: How to Win Them Again and Again published by Wharton School Publishing they argue that rather than spreading their resources too thin companies must focus on three to five key challenges -- must-win battles (MWBs) that are crucial to achieving their business goals. A well-chosen MWB the authors say must make a real difference be market focused create excitement be specific and tangible and be winnable. An excerpt from the book’s conclusion highlights what can be learned from successful and failed MWB journeys.

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