Strategy, in its simplest definition, is how a business responds to its environment (in terms of challenges and opportunities), in pursuit of its goals. Therefore, in a highly competitive market, nothing should be ‘sacred’ when it comes to strategising.
It is also a time to be extremely self-critical and ask the hard-blunt questions. Being emotional and possessive of paradigms can be detrimental to the strategising process.
For instance, what is the real/relevant user benefit of ‘Ceylon Tea’ vs. competition? Does country of origin (Ceylon) really matter? Is ‘Ceylon Tea’ in the same ‘boat’ as ‘Burma Teak’?
The answers can only come from the global consumer.