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Stephen Bungay points out that a good strategy statement often “looks banal” to outsiders. The value comes from the alignment you create through the continuous process of articulating the strategy.

Sense and Respond

Jeff Gothelf, Josh Seiden

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

As there are many more users, proper segmentation is crucial—you should talk to those users that your idea is targeted at. You should regularly conduct interviews, usability tests, and field research. It’s very hard to develop high-impact products without those.

Evidence-Guided

Itamar Gilad

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