The document outlines a framework for developing a competitive advantage with two main components: where to focus and how to compete. For where to focus, there are 10 options across 5 categories that analyze market segments, customer convenience, integration opportunities, alternatives/expansion areas, and emerging areas. For how to compete, there are also 10 options across 5 categories related to developing the best product, bonding with customers, controlling transactions, leveraging unique advantages, and innovating. The framework is intended to be used as a cognitive reference model to strategically define choices and positioning across the various options presented for where to focus efforts and how to compete in the market.