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This chapter is excerpted from ‘Grow by Focusing on What Matters: Competitive Strategy in 3 Circles'. Chapter 5. This chapter presents the categorization of customer value that is at the heart of the 3-Circle model’s contribution and in clarifying a firm’s positioning. This chapter is about categories of value. The reason that we seek to understand and ‘sort’ value is that not all value is the same. And, as we will soon see, there are different growth strategies for different categories of value. Growth and competitive advantage are about effective positioning. Building effective positioning is challenging today for firms facing new and stronger competition, volatile and uncertain markets, and shifting customer desires and demands. This book details the four key strategies in the 3-Circle model facilitates speed of understanding and action by focusing attention on the most critical strategy concepts in this uncertain environment. The development of competitive strategy is difficult because there are a lot of moving parts, as well as hundreds of frameworks, that might potentially guide the effort. Executives appreciate how the 3-Circle model simplifies the integration of customer, firm, and competitor analysis to generate growth strategies. It also provides a common language and process for understanding and explaining competitive advantage and for identifying profitable growth strategy.