Nicholl has described the process of setting a strategy as very similar to looking at a tree. The BCG only took the fruit (products and markets) into consideration whereas the whole tree needs to be looked at.
Nicholl designed the MCC matrix to assist in defining where the projects/products or SBU’s lie with regard to core competencies and the mission so that scarce resources can be accurately allocated.
Nicholl advocated that looking at the organisation as a tree helps get us away from looking at strategy only in terms of products and markets (as in the BCG). This modern approach to looking at strategy suggests that scarce resources should support the life forces of the organisation and should be allocated to activities that strengthen the core competencies and help to achieve the mission of business.