CUBEical Strategy builds on CUBEical Segmentation and provides a firm with a roadmap of where and how to compete. Identifying competitive arenas, which are important to customers, possible to access for your firm, and profitable to serve, is the key foundation of a sound business strategy. CUBEical Strategy provides the framework for generating true loyalty by securing that all three areas of the customer and the supplier universe are aligned: (1) mutual value is created (delivery for both parties); (2) customer needs and expectations match the firm's competencies and offerings (promise for mid-term developments); and (3) customer and supplier types fit, roles are aligned and scenes matched (foundation match for long-term development). The unique features of CUBEical Strategy are:

• A truly customer driven strategy foundation – not just lip service, but insight based;
• A strategy defined towards detailed competitive arenas, not markets – by understanding markets as combinations of competitive arenas, resource allocation becomes more precise and action-oriented – instead of pointing out a target market and leaving the inner market mechanics as a black box.

Herewith, CUBEical Strategy is breaking new ground in strategy development as it is directly rooted in the customer universe through the CUBEical Segmentation framework. It integrates all functional sub-strategies into one strategy for where and how to compete within a market in general and the individual customer universe in particular.