> 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/where-to-play.md).

# Where to Play

### What is it?

Where to Play is the strategic decision about which markets, geographies, customer segments, product categories, and channels a business will compete in. It is the first of two integrated choices in competitive strategy: it defines the arena before the business determines how it will win within it.

***Also known as:*** *Market Selection, Strategic Focus, Competitive Arena*

### Why it matters

Choosing where to play is as much about what a business will not do as what it will. Without a clear decision, resources are spread across too many markets and segments to build a meaningful competitive position in any of them. Most businesses that struggle with differentiation have not failed to create something distinctive: they have tried to be distinctive in too many places at once.

### When it matters most

Where to Play becomes critical when entering a new market, launching a new product or service category, or when a business has grown opportunistically and needs to rationalise its focus. It is also a necessary starting point for brand strategy: a brand cannot be positioned meaningfully until the business has decided which customers and contexts it is positioning for.

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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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