Michael Treacy, a lecturer on business strategy and founder of Treacy & Company (a Boston-based management consulting —rm), and Fred Wiersema, founder of Ibex Partners (specializing in strategic and management team alignment), through their work with CSC Index, coauthored ‚e Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market published in 1995 by Perseus Books. In it, they state that setting strategy and direction requires organizations to create a focused response to new rules of competition, which in brief are

1. Put unmatched value of one chosen kind in the marketplace. 2. Meet threshold standards in other dimensions of value. 3. Make the proposition better every year. 4. Build a superior operating model to deliver on the promise.