> 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/how-to-win.md).

# How to Win

### What is it?

How to Win is the strategic choice about how a business will create superior value in the markets it has chosen to compete in. It defines the unique right to win: the value proposition and competitive advantage that make the business the preferred choice for its target customers over available alternatives.

***Also known as:*** *Competitive Advantage, Right to Win, Strategic Differentiation*

#### Why it matters

Without a clear answer to how it wins, a business is competing on volume, price, or luck. How to Win forces a specific claim: this is what we offer, this is why it is better, and this is why customers will choose us over alternatives. When that claim is credible and consistently delivered, it creates a durable competitive position. When it is vague or interchangeable with competitors, marketing activity cannot compensate for the strategic gap.

#### When it matters most

How to Win is most important when a business is setting or resetting strategy, entering a new competitive arena, or finding that its existing positioning is not translating into customer preference. It is also a useful diagnostic when marketing investment is not producing expected returns: the problem is frequently strategic rather than executional.

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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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