Procter & Gamble CEO A.G. Lafley explains why strategy has to be more than an aspiration. For more, see Playing to Win: How Strategy Really Works (http://s.hbr.org/10QTyus), by A.G. Lafley and Roger Martin, or, from the HBR archive, his 2009 article, "What Only the CEO Can Do." (http://s.hbr.org/18chmPL)

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