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. In their Conclusion, The Endless Pursuit of Winning (6 pages), the authors provide a brief recap of their strategic model and offer their perspective on implementing strategy in a changing and volatile world. They outline the common mistakes that companies make in creating a strategy, such as targeting too many customer types, competing in too broad a marketplace, and not choosing a distinctive strategy. They also outline key indicators of a winning strategy, including internal strategic tools and external factors such as customer response and competitor relationships.