Market-Focused Planning and Competitive Advantage

✍️ By Joseph Willmott | WBN News – Global | 13 Feb 2026
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During my tenure at the International Centre for Agriculture and Science, Dr. Roger Moore and I introduced an approach we called market-focused planning. At the time, it represented a fundamental shift away from traditional strategic planning models that relied heavily on internal assumptions and executive bias.

Market-focused planning reframed strategy around one central question: How does the market actually perceive our strengths—and how can those perceptions be leveraged for advantage?

Instead of starting with internal capabilities and working outward, this method required organizations to assess how customers, partners, and the broader industry viewed their value. Resources were then deliberately allocated toward strengthening products, services, and markets that reinforced those perceptions. The result was sharper focus, fewer distractions, and measurably higher success rates.

I later applied this discipline extensively in my consulting work, particularly with organizations struggling to convert innovation into profitability. One such case involved a software company facing serious headwinds—undercapitalization, weak financial controls, unclear positioning, and technology that outpaced market understanding.

By introducing market-focused planning, we identified a defensible niche built on superior service, responsiveness, and on-time delivery—attributes the market valued but competitors undervalued. Combined with targeted capital infusion and management restructuring, the company regained momentum. I subsequently led a management buyout, took the organization public, and established it as an industry leader with a strong competitive moat.

Sustainable success rarely comes from what leaders want a company to be known for. It comes from understanding what the market already believes—and building relentlessly from there.

For leaders looking to apply market-focused thinking through relationships, partnerships, and execution, the WRN Conversion Code™ offers a practical next step.
This free 2-hour intensive helps business owners translate strategic insight into real-world momentum using structured networking and market alignment.
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