> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/company-strategy/what/core-capabilities.md).

# Core Capabilities

### What is it?

Core Capabilities are the internal activities, systems, and skills a business must have in place to deliver its How to Win strategy consistently. They are not general organisational strengths: they are the specific capabilities that make the chosen competitive advantage possible and sustainable.

***Also known as:*** *Core Competencies, Strategic Capabilities, Organisational Capabilities*

### Why it matters

Strategy without capability is aspiration. A business can make sharp choices about where to play and how to win, but if it does not build or acquire the capabilities those choices require, the strategy cannot be executed. Identifying core capabilities forces an honest conversation about whether the organisation is actually equipped to compete in the way it has committed to, or whether there is a gap that needs to be addressed before the strategy can work.

### When it matters most

Core Capabilities become a priority when a business is committing to a new competitive position, entering a new market, or finding that its strategy is not being executed consistently across the organisation. They are also relevant during significant hiring, restructuring, or technology investment decisions, where the question is not just what the business needs but what specific capabilities those investments need to build or reinforce.

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### AoM Connected Tools

{% content-ref url="/pages/Jd6ii7Xu2wcbA9JM6FR6" %}
[Playing to Win Framework](/the-aom-model/layer-three-connected-tools/company-strategy-tools/playing-to-win-framework.md)
{% endcontent-ref %}

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