Why are you in Business. -- The means to an end : the business -- the objectives of a business -- business objectives and competitiveness -- Management: building a competitive business -- Separation of business and management -- tasks: the parts of business -- Why design strategy?-- defining your business -- selecting a business definition -- designing a strategy. -- segmentation: needs benefits and habits. -- positioning configuring an offer. -- business definition strategy and management. -- connecting strategy and capabilities -- the transaction cycle. -- tasks of the transaction cyc. -- managing the transaction cyc: getting paid. putting it all together from strategy to transactions.