Few companies plotted their strategy more precisely than Proctor & Gamble, which under the leadership of CEO A.G. Lafley, in a strategic partnership with coauthor and advisor Roger Martin, double sales, quadrupled profits and increased market value by over $100 billion dollars, making P&G among the most valuable companies in the world. Now drawn from their years of experience working together and separately P&G and the Rotman School of Management (where Martin is now dean), Lafley and Martin show how organizations large and small can guide any everyday action with larger strategic goals, to win rather than simply play.