CHAPTER 29

When the Strategy Is Unclear, in Flux, or Always Changing

by Lisa Lai

It’s one of the few facts in business everyone agrees on: Without a clear and compelling strategy, your business will fail. From MBA programs, to business book jackets, to the last keynote you attended, you’ve heard it repeated again and again.

Despite this, we frequently find ourselves managing in situations of strategic ambiguity—when it isn’t clear where you’re going or how you’ll get there. Why does this happen? Market conditions shift rapidly. Customers have more choices than ever. Resources are constrained. Executives leave, interims are appointed, and searches drag on. The list continues, and even if your company is nimble enough to set strategy effectively ...

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