Right to Win
Stage 3 · Offer and value proposition
Right to Win
Right to Win tests whether you can win a new opportunity before committing resources, by comparing what it takes to succeed with the capabilities, assets and relationships you actually have. It helps stop good-looking projects you cannot win.
Questions it answers
1Do we have what it takes to win here?
2What are the gaps, and can we close them?
3Should we invest, partner or walk away?
How it works
The steps teams follow in our programs and projects.
Step 1
Define success
What winners in this market have in common.
Step 2
Assess yourself
Capabilities, assets, channels and relationships.
Step 3
Find the gaps
What is missing and how hard it is to close.
Step 4
Decide
Invest, partner or stop.
What you get
The output
A scorecard of your right to win, with gaps and options.
Where AI helps
Where judgment decides
Researches competitors and market requirements.
Judges capabilities honestly and makes the investment call.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
A new leader ran a "Right to Win" workshop to analyze a high-share position against competitors and agree initiatives to strengthen it.
Application 2
Innovation teams use it with opportunity assessments before funding new technologies.
Linked tools
The output of one tool becomes the input to the next.
Where it's used
Academy program
Strategic Marketing
See dates →Expertise
Strategic Marketing & Growth
Explore →Expertise
Innovation, Portfolio & Customer Insight
Explore →Problem it solves
Targets without a path
Read more →Problem it solves
R&D starts before the market case
Read more →Situation
Deciding which innovation projects to fund
How we help →Questions about Right to Win
When should we use Right to Win?
Before entering a new market, funding a new technology or defending a strong position under threat.
Who should be in the room?
Marketing, sales, R&D and finance, so the assessment is balanced.
Other tools in stage 3: Competitive Assessment · Value Creation · Value Proposition builder · Right to Win · Product lifecycle and portfolio
Want to use Right to Win on a live plan?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.