CHAPTER 15

Which Strategy “Comfort Traps” Are You Falling Into?

by Roger L. Martin

Faced with an unpredictable future, strategy makers often fall into three traps:

  1. Strategic planning: They create a long list of to-dos without having a strategy to carry out.
  2. Cost-based thinking: They try to model revenue (which is hard to nail down) the same way they model costs (which are much easier to predict).
  3. Self-referential frameworks: They focus on the company’s existing strengths and its ability to quickly copy rivals’ moves instead of finding a new source of competitive advantage.

Though understandable, these avoidance behaviors are dangerous. If creating strategy feels comfortable, chances are you’re not really doing it.

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