To sum up my argument to this point: the creation of a new strategy involves two basic tasks (see Exhibit 7-1):
1. Generate as many ideas as possible on who to target, what to sell, and how to do it. These ideas can be generated through formal planning or trial and error and can come from anyone, anywhere, anytime.
2. Evaluate these ideas and choose which one(s) to put into action. Ideas can be evaluated either through a detailed cost-benefit analysis or, to see if they really work as intended, through market tests and experimentation. Depending on how the selected ideas fare in the market, modify them or change them altogether. Repeat the process.