Chapter 2. The Four Tenets of UX Strategy “In war, let your great object be victory, not lengthy campaigns.” [7] — SUN TZU, ART OF WAR A STELLAR UX STRATEGY IS A MEANS TO ACHIEVING DISRUPTION IN the marketplace through mental-model innovation. And to keep me from forgetting this, I have the sticker shown in Figure 2-1 on my laptop lid. Figure 2-1. The sticker on my laptop lid Because what’s the point in spending time and energy crafting a digital product that isn’t unique? Or, at the very least, is a much better alternative to current solutions found in the online marketplace? To achieve that disruption, we need a framework in which to connect all the dots