Book excerpt: What makes Apple so valuable as a company? Why is Tesla worth so much? How did Dyson come up with such a great vacuum cleaner? The answer is, at the heart of these companies’ greatness (and, importantly, their enterprise value), is a very strong core asset – an element of strategy that any business, large or small, can create. Using a simple and effective thirty-step process, Thirty Essentials: Strategy will help you define and design the most valuable core asset possible to dramatically increase the value of your business. This successful framework is based on the extensive experience of Andrew Laurie, a top business coach and former-CEO of a multi-billion-dollar company. It is based on the same principles he implemented to grow that company from sales of $50 million to $2 billion in under two years. Where many existing books on strategy tend to be theoretical and complicated, Thirty Essentials: Strategy presents a straightforward process to define a great core asset that can be implemented by everyone from small business owners to senior executives at large corporations.