Competitive Strength Review

What is Competitive Strength Review?

The Competitive Strength Review is a fast, focused, comparative assessment and facilitated review of the competitive state your business.

It gives business owners and senior teams a sharp and comparative assessment across 3 core elements of competitive advantage. These are:

  • Competitive Strength – i.e those parts of the business which form the foundation upon which future success can be secured so you remain ahead of your competitors.
  • Competitive Fitness – i.e those parts of your business which enable it to be fleet of foot, agile, or flexible within your constantly changing market.
  • The Abyss – i.e identifying the relevance, immediacy, and strength of the pressures and forces which exist around the business from the external environment.

It is the combination of questionnaire, comparative feedback and facilitated workshop which helps the senior team to identify hidden opportunities; spot light limitations; unearth new insights, enable unconstrained decision making; and ensure appropriate leadership – all whilst the people in the business are working in uncertain and changing markets.

The Competitive Strength Review consists of:

1. An online proven questionnaire completed by key decision makers in the organisation.

2. The Competitive Strength Report which is 70 pages of easy to read results detailing and quantifying the competitive state of the organisation as well as specific change recommendations regarding how to improve competitive strength and fitness.

3. Debrief with Managing Director or CEO

The CEO may choose any or all of:

1. A facilitated feedback debrief with Management team
2. A facilitated 1 day workshop with management team or board
3. A facilitated further 1 day workshop on how to lead the implementation required.
4. Assess the alignment of thinking either vertically or horizontally through the business.


What will you gain from a Competitive Strength Review?

Your Competitive Advantage can be measured in terms of both your position in your market place and your position in relation to your competitors. The main aim is to ensure the gap between your business and your competitors is large enough that they are unable to catch up with you for at least 12 – 18 months.

Your Competitive Strength Review is the combination of an objective measure of your competitive advantage as well as a facilitated review of its implications for your business.
The Competitive Strength Review will:

  • Enable you to assess 15 aspects of your business which creates your competitive advantage
  • Compare your organisation’s competitive strength with premier award winners
  • Highlight differences of perception, understanding or priority amongst your key stakeholders
  • Reveal individual insights into critical aspects of your organisation’s competitive advantage
  • Quantify your organisation’s risk exposure against 60 relevant forces that make up your Abyss
  • Guide you and your top team to extract the maximum learning from these reality checks
  • Promote purposeful, focused dialogue on how to maximise your competitive advantage
  • Alert you to the leadership approaches necessary to achieve and sustain Excellence
  • Lead to decisions and commitments to act that maximise your competitive advantage
  • Inform you about what it takes to achieve and sustain Excellence in all that you do

Your organisation’s Competitive Strength Report will be 60 pages packed with comparative analysis, new concepts, thought-provoking exercises and tailored advice on how to lead your organisation towards achieving Excellence in everything it does.

10 Major Outcomes



  • Invaluable learning and insights in return for the minimum draw on executive time
  • A quantified definition of your organisation’s potential to maximise its competitive advantage
  • The widest understanding of the forces that could or do diminish your competitiveness
  • Perceptive, purposeful dialogue on what matters and on what must be addressed
  • Buy-in and commitment from your top team and key stakeholders
  • A way forward to maximise your organisation’s competitive advantage
  • Definitions of Excellence that relate to what your organisation does and how it does it
  • Consensus on priorities and resource allocation decisions
  • Decisions to take action on the process of maximising your competitive advantage
  • Buy-in and alignment points for your manager and teams.

All this gives you and your teams a way forward to maximise your organisation’s competitive advantage.


It is most beneficial early in the process of…

  • Preparing for a strategic review – get a lateral approach to considering options
  • Improving consensus and cohesion at a senior level
  • Increasing the rate at which your organisation achieves its Vision and realises the benefits
  • Moving your organisation on from working hard to becoming more effective and robust
  • Achieving a sea-change in attitudes, cultural barriers or other obstacles to Excellence
  • Seeking new markets and/or reverse declining market share and margins
  • Meeting the challenge from new, better, faster and lower cost (economy) market entrants
  • Cementing a merger or acquisition – at the time or when the benefits are still to be realised
  • Improving the robustness and fluidity of the supply chain or distribution channels
  • Gaining and/or securing a position of market dominance

Strategic Reviews : Strategic Planning : Strategic Thinking

Strategic Planning allow us to think about how our business needs to be in the future. It needs to include two main dimensions:

  • One – Vertical thinking which is assessing the forces and pressures within your industry, from your competitors and from the environment in which you work. We refer to these forces as The Abyss.

    Two – Lateral thinking which is assessing the competitive strength of your foundation activities and the competitive fitness of your growth activities.

  • competitive advantage image

Strategic thinking requires new insights, knowledge, data and collaboration to determine how a business could deliver different results in a given situation. The Strategic Plan is the document that enables those teams, not in the initial discussion, to understand the core intention of the strategy and its outcome.

Business Planning on the other hand, uses current knowledge, data, and systems to determine how best to operate and improve current business.
Budgeting for new financial years’ income and expenses is a typical process used to ensure both planning and evaluation actually occurs.