Stay focused. Stick to your knitting. Go with what works. In today’s volatile economic environment, filled with uncertainty and sudden change, the forces pushing us to keep focused on the core business become extremely powerful. And, of course, profiting from the core is crucial. But the danger is, over-focus on the core can blind companies to the substantial opportunities for growth that are often hidden in plain sight, at the edge of the core business.

Edge Strategy is uniquely positioned at the intersection of marketing and strategy, focusing on the myriad opportunities that are internal to the business, and showing leaders how to recognize and then leverage these opportunities at the margins. Crucially, the customer’s experience of a company and its products is central to what makes the Edge Strategy work.

With engaging examples from across many industries, Lewis and McKone coach readers on how to identify and assess each of the different edges and then provide concrete insights and advice on Edge Strategy and tactics in specific business contexts. The book concludes with a ten-step process to help executives and managers to find and leverage the edge opportunities in their own companies.

Edge Strategy is the concise, hands-on guide for growing your business by getting more yield from assets already in place, access already established, investments already made.