The market existed, but not all of it was ours to pursue
A demand total I used included captive supply outside the merchant route we proposed. The correction changed the investment question without becoming a claim of money saved.
Read the essayLeadership & perspective
Chief Strategy Officer · India
2026-04-17 edition
I examine the business we would have to become to serve a market, including the commitments that remain when we decide to leave it.
Section · The leadership journal
A demand total I used included captive supply outside the merchant route we proposed. The correction changed the investment question without becoming a claim of money saved.
Read the essayChoosing the smaller opening commitment also meant accepting a different relationship with customers, partners and evidence. The budget gap was not an achieved saving.
Read the essayA withdrawal decision did not complete eleven existing commitments. Keeping four unfinished items visible changed the meaning of a supposedly finished strategic choice.
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