1) Discuss why the process of attacking your own business can be a long-term competitive strategy. How would you explain to your CEO why revenues and profitability had dropped by 30% after your strategy had been implemented? 2) Why not try to make subtle changes without destroying healthy profit margins that have taken years to develop? 3) Give an example of a fundamental change that a company like Ford or GM might need to be considering right now (and maybe already has). Would this change threaten their existing market share? What are the implications?