Regardless of the size and market strength of your firm, your resources and capabilities are ultimately limited. It is by concentrating these resources that you can magnify your company's core competencies and find a strategic competitive advantage. While it's hard to resist the siren song of consultants who suggest complex and multi-faceted approaches, Marta Dapena Barón makes a compelling argument for constraining your commercial choices as the best method to unlock growth. You'll discover how to address the six fundamental questions that determine the success of any commercial endeavor. You'll also learn how to tightly integrate your strategic planning with tactical execution, coordinating cross-functional teams through simple and effective operational benchmarks. The accessible advice in Big Picture Strategy will improve your organization's ability to learn from its strategy-to-execution efforts, drive customer retention and loyalty, increase your marketing efficiency and efficacy, and differentiate your brand. Ideal for business leaders seeking an actionable and effective approach to commercial strategy that delivers results, this book is your roadmap to simplifying and focusing your approach to commercial success. Book jacket.