The document argues that the key to sustainable success for companies is coherence, which is achieved through three elements: 1) having unique capabilities that differentiate the company from competitors, 2) a clear sense of their market position conveying their strengths, and 3) product/service portfolios aligned with capabilities and market position. It provides Walmart as an example of a coherent company and discusses how coherence creates value through greater effectiveness, efficiencies of scale, focus on strategic capabilities, and alignment of strategic intent with decisions.