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The essence of strategy is choice and trade-offs and fit. What makes Southwest Airlines so successful is not a bunch of separate things, but rather the strategy that ties everything together. If you were to experiment with onboard service, then with gate service, then with ticketing mechanisms, all separately, you'd never get to Southwest's strategy. Competition is subtle, and managers are prone to simplify. What we learn from looking at actual competition is that winning companies are anything but simple. Strategy is complex. Great leaders are able to enforce the trade-offs: "Yes, it would be great if we could offer meals on Southwest Airlines, but if we did that, it wouldn't fit our low-cost strategy...
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