the essence of strategy has not changed and will not change during the coming decade! It represents the common understanding regarding the ever-changing competitive environment, and what the company’s response is to that. It represents your promise to deliver value to your customers, both now and in the future, in a way that no other company can do, in a world of VUCA.
The majority of leaders in our organizations and in politics do not like these contrarians. However, we desperately need such people in our organizations. It is interesting to see Cesare Mainardi’s research on ‘losers’ and ‘winners’ such as Amazon, Apple, IKEA, Haier, Natura and Starbucks.