Strategy is indeed about choosing what not to do as well as what to do. A business unit needs to decide what need it aims to satisfy in what group of people and with what value proposition that distinguishes the business from its competitors.
Philip KotlerCompetitive advantage is a companys ability to perform in one or more ways that competitors cannot or will not match.
Philip KotlerRepublicans talk loudly about freedom and yet are against a women deciding what's best for her own body and are against the freedom of two people of the same sex to marry.
Philip Kotler