About the Framework

Authors: Peter Killing, Thomas Malnight & Tracey Keys First introduced: Must-Win Battles, 2006

Must-Win Battles is about prioritizing the most important battles an organization must win to successfully execute its strategy and achieve its goals.

Strategies often become extensive. They may include many goals, ambitions, initiatives, and priorities. Must-Win Battles helps leaders narrow the focus to the few strategic battles that matter most. The core idea is simple: identify and focus on the most important battles the organization must win to reach its goals. When these battles are clear, the strategy becomes easier to understand, easier to communicate, and easier to mobilize the organization around.

Key Elements

Must-Win Battles helps organizations:

• Identify possible battles that are critical to achieving strategic goals

• Select a small number of battles that matter most

• Focus attention on the most important priorities

• Make strategy easier to understand and communicate

• Create engagement and shared direction

• Translate strategic priorities into execution

• A strong Must-Win Battle should make a real difference, be market-focused, create engagement, be concrete and measurable, and be possible to win.

The Process

1. Identify possible battles

Start by identifying the strategic battles that may be critical to achieving the organization’s goals. This creates a broader list of potential priorities.

2. Select the 3–5 most critical battles

Choose the few battles that matter most. A strong Must-Win Battle should: • Make a real difference • Be market-focused • Create engagement • Be concrete and measurable • Be possible to win

3. Break each battle down

For each battle, define why it matters, what must be achieved, how it will be won, who is responsible, when progress should happen, and which KPIs will show whether the organization is moving in the right direction. 4. Execute and follow up

Must-Win Battles only create value when they are actively managed. They need clear ownership, progress tracking, regular follow-up, and a visible connection to strategy execution.

Why We Like It at BlueJam

Must-Win Battles create focus. They help leadership teams move from long lists of priorities to the few strategic battles that truly matter.

The framework is powerful because it makes strategy easier to communicate. Employees do not need to remember every detail of the strategy. They need to understand the most important battles the organization must win, why they matter, and how their work contributes.

It also creates urgency and ownership. When Must-Win Battles are clearly defined and followed up, they become a practical bridge between strategy, engagement, and execution.

Where It Can Fall Short

• Loses impact if everything becomes a “must-win”

• Requires discipline to avoid turning strategic battles into ordinary initiatives

• Can become too top-down if teams are not involved in shaping the battles

• Needs clear ownership, KPIs, and follow-up to stay alive after launch

• May reinforce silos if battles are owned independently rather than across teams

BlueJam’s Take

BlueJam turns Must-Win Battles into visible, team-driven execution.

Each battle can be translated into clear objectives, KPIs, initiatives, and actions. Leaders can define what must be won, why it matters, who owns it, and how progress will be measured. Teams can then connect their work directly to the strategic battles that matter most.

This keeps strategy focused, visible, and actionable. Instead of Must-Win Battles living in a presentation, BlueJam helps organizations follow them up continuously - with owners, progress, status, insights, and engagement across the organization.

Source: Peter Killing, Thomas Malnight and Tracey Keys, Must-Win Battles: How to Win Them, Again and Again, 2006.