A.G. Lafley and Roger Martin developed the Five-Step Strategy Model and published it in their 2013 book, "Playing to Win." Lafley is a former CEO of Procter & Gamble, and Martin was previously Dean at the Rotman School of Management.

According to Lafley and Martin, strategy is "… an integrated set of choices that uniquely positions the firm in its industry, so as to create sustainable advantage and superior value relative to the competition."

The authors developed a framework that decision makers can use to select the right strategic approach for their organization. They can then make operational choices that support this strategy.

To develop a winning strategy, you need to answer the following five questions in order:

  1. What is our winning aspiration?
  2. Where will we play?
  3. How will we win?
  4. What capabilities must we have in place to win?
  5. What management systems are required to support our choices