Play to Win: How Strategy Really Works is an 8-chapter books published in 2013 by Harvard Business Review Press and written by former Procter & Gamble CEO A.G. Lafley and Rotman School of Management Dean Roger L. Martin. The authors present a framework for creating strategy based on a decade of work at P&G. The framework is a strategic choice cascade, made up of 5 decision points that apply to companies of all sizes and in all markets. The model guides leaders in making choices around a winning aspiration, where to play, how to win, core capabilities, and management systems and is enriched by using the context of P&G's experience. The authors provide perspectives on how to put the framework into practice, offering practical tips and personal insights. Chapter 3, Where to Play (23 pages), moves to the second step of the framework, making market decisions connected company's winning aspiration. Market choices define the company's business focus and set the stage for the challenges to come. The authors divide these choices into five dimensions: geography, product type, consumer segment, distribution channel, and vertical stage of production. They explain that while these dimensions are the same for all companies, the significance of each dimension is variable, and they illustrate with an analysis of P&G's Bounty brand. The authors also discuss the role of the competitive arena and highlight common problems that companies face in making market decisions. They look in depth at how P&G found new markets for established brands.