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  "documentTitle": "The Reinvention of Retail Banking: How focused business models can unlock value",
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      "text": "The starting point is assessing how the marketplace is likely to evolve and judging where and how you can deliver the most value. One key consideration is your current positioning – capabilities, market share and brand resonance are clearly important parts of this. You can then assess how competitors are likely to evolve, how this affects the potential value pool in particular segments and what capabilities would help you to stand out. You won’t necessarily need to choose a single archetype. But driving towards one or two will help clarify investment decisions and instil coherence in your organisation. It will also allow you to exit less viable and profitable activities.",
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