Growth can be constrained by commercial execution — but also by the offer, operating capabilities, resources or execution. The management challenge is to understand where the real constraint sits and align the business around it.

A new strategy rarely produces different outcomes if decisions, accountabilities, resources and management routines remain designed around yesterday's priorities.

Value in complex B2B markets is increasingly created across networks of customers, partners and influencers, while many organisations remain structured around historical products, channels and boundaries.