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McCracken’s “grow by 50 percent” is classic bad strategy. It is the kind of nonsense that passes for strategy in too many companies. First, he was setting a goal, not designing a way to deal with his company’s challenge. Second, growth is the outcome of a successful strategy, and attempts to engineer growth are exercises in magical thinking. In this case, the growth SGI engineered was accomplished by rolling up a number of other firms whose workstation strategies had also run out of steam.

Good Strategy/Bad Strategy

Richard Rumelt

Worse, if these ideas are baked into the OKRs (as many teams do, sometimes under a redundant “Initiatives” section), the team will be motivated to focus on output—delivering on the plan—rather than on the outcomes.

Evidence-Guided

Itamar Gilad

Bad strategy is long on goals and short on policy or action. It assumes that goals are all you need. It puts forward strategic objectives that are incoherent and, sometimes, totally impracticable. It uses high-sounding words and phrases to hide these failings.

Good Strategy/Bad Strategy

Richard Rumelt

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