# General Strategy

The General Strategy for a business articulates its value proposition, industry, market, and how the business plans to differentiate itself from its competition. This overall strategy must then be validated by formulating a business model that expresses the strategy quantitatively to confirm that it will create desired revenue, product margins, and ultimately profits.

### Our Approach & Outcomes

We find this process is essential, not only for startups, but also for established small and medium-sized businesses in need of a strategy to revitalize their business in response to industry shifts. Based on a collaboratively defined general strategy, we’ve helped businesses [define](/content/services/product-definition/index.html) and [develop](/content/services/software-development/index.html) products, evaluate their [IP portfolio](/content/services/ip-portfolio-management/index.html) for potential additional value creation, refine [marketing](/content/services/go-to-market-strategies/index.html) and [sales](/content/services/sales/index.html) strategies, as well as define an overall [business structure](/content/services/business-architecture/index.html) that serves the strategic goals of the organization.