The phrase ‘three-year strategy’ sounds like a pledge, and it’s impractical.
Strategy is a set of choices.
We choose:
- Target markets and customer segments
- Core products
- Focus assets
- Key processes
Every choice has a time span within which we believe we won’t touch it.
However, different choices can have different time frames.
As I wrote on Wednesday, the time frame of a strategic decision depends on how much influence we have over its outcomes.
So, a strategy is not a document with a set shelf life.
It’s a set of choices, and they can have different time frames.
Svyatoslav Biryulin
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