Firms needs to choose a specific strategy, a way of doing business so that they can concentrate their efforts and resources on certain areas.3 In his argument, firms failing to do this would “stuck in the middle,” vaguely perceived by consumers as a strong brand (Figure 5.1). Firms which stuck in the middle fail to develop their strategy in at least one of three dimensions: (1) cost leadership, (2) differentiation, and (3) focus. Companies should build competitive advantage in order to remain distinctive in the market and hold the advantage for a long period of time.