The latter meet my definition of a Strategic Choice. Since the opposite isn’t stupid, it represents a real choice to do something meaningfully different than some or all competitors/peers. The former don’t meet the definition. Does that mean they are unimportant and shouldn’t be mentioned in a strategy document? No. This is what I have come to call an Operating Imperative. Because it is smart and there is no other obvious approach, we will fall behind if we don’t do the positive thing that everybody else is doing.
Why on earth spend resources to serve these customers with those stripped-down offerings? It is because the company isn’t sufficiently confident that if it repurposed those resources to increasing penetration of its best segment, it would increase revenues and profitability — even though current penetration was pretty darn low.
Use every opportunity to talk to customers — both end-customers and channel (if your business sells through a channel). You don’t have to be at all formal or scientific about it. Make it easy to get started by doing it in a comfortable situation. If you have stores, wander a few of them talking to customers. If you are B2B, tag along with salespeople. Don’t have an agenda. Just soak in the customer thoughts, reactions, and behaviors.
We confuse clarity/coherence and certainty. If clarity/coherence equals certainty, and a strategy is supposed to be clear and coherent, then unless we are certain, we can’t have a strategy. Meanwhile some high percentage of the audience for our strategy wants certainty. If they haven’t heard confident certainty, then they haven’t heard a strategy.