Zone to Win: Strategic Execution for Executive Leadership Teams
A focused executive program teaching senior leaders how to apply Geoffrey Moore's Zone to Win framework to align strategy, eliminate friction, and win in markets undergoing disruptive change.
Perfect for: C-suite executives, SVPs, and senior leaders at ATPCO who are responsible for setting strategy, allocating resources, and leading the organization through a period of industry-wide disruption and digital transformation.
Lead Disruption. Don't React to It.
ATPCO operates at the center of one of the most rapidly transforming industries on the planet. The way airline content is distributed, priced, and retailed is changing faster than most legacy operating models can keep up with. Geoffrey Moore's Zone to Win framework was built precisely for moments like this — when an established enterprise must simultaneously defend its core business and place bold bets on the future.
This program gives ATPCO's Executive Leadership Team a shared language, a common mental model, and a practical playbook for navigating that dual mandate. You'll move beyond abstract strategy discussions and into the disciplined zone-based resource allocation that separates companies that successfully transform from those that get disrupted. Every concept is grounded in the realities of ATPCO's business — not hypothetical Silicon Valley case studies.
A Framework Built for Executive Alignment
One of the most insidious strategy killers in any organization is when leaders are technically aligned on goals but operating from different mental models. One executive optimizes for efficiency in the Performance Zone while another champions innovation in the Transformation Zone — and they end up in constant, unproductive conflict. Zone to Win resolves this by giving every leader a clear map of where the company is playing, what winning looks like in each zone, and how to behave differently depending on which zone they're in at any given moment.
By the end of this program, ATPCO's leadership team will leave with more than frameworks on a slide — you'll have shared decisions made, real portfolio tensions surfaced and resolved, and a concrete point of view on where ATPCO should be placing its bets right now.
What you'll be able to do
- Articulate all four zones of Moore's framework — Performance, Productivity, Incubation, and Transformation — and explain the distinct mandate of each
- Diagnose where ATPCO's current business units, initiatives, and investments map across the four zones
- Identify and resolve 'zone conflicts' — situations where different parts of the organization are applying incompatible operating models to the same resources
- Apply zone-specific management and leadership behaviors, knowing when to optimize, when to protect, and when to disrupt
- Evaluate ATPCO's current strategic portfolio for balance and make the case for reallocation where necessary
- Use the Zone to Win vocabulary as a shared executive language to accelerate strategic decision-making and reduce alignment friction
- Assess disruptive threats to ATPCO's core business through the lens of the Transformation Zone and develop an offensive response posture
- Leave with agreed-upon zone assignments for ATPCO's top strategic priorities, creating immediate post-program momentum
Curriculum
6 modules · 14 lessons
Your teacher
Lorraine Neal
I've spent years at ATPCO sitting at the intersection of strategy and execution, and I've watched firsthand how smart, well-intentioned leaders can end up pulling in opposite directions — not because of bad judgment, but because they're operating from different playbooks. When I came across Geoffrey Moore's Zone to Win, it was the first framework I'd seen that honestly described the tension every established company faces when disruption arrives: you can't abandon the business that pays the bills, but you can't ignore the future either. This program is my attempt to give our leadership team the shared map we need to make faster, smarter, more aligned decisions about where ATPCO is going — and how we're going to get there together.
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