In this lecture, we explore Michael Porter’s influential theory of corporate strategy and his warning about the dangers of being “stuck in the middle,” or in no man’s land. We examine his three generic strategies—cost leadership, differentiation, and focus—and why clarity of choice is essential for competitive advantage. With real-world examples of both success and failure, we show how Porter’s ideas remain deeply relevant in the age of digital transformation, where half-hearted strategies and unfocused digital initiatives risk leaving firms without direction. The episode also highlights the ethical dimension of strategy today, reminding us that clarity, responsibility, and courage are essential in shaping sustainable business success.