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How To Lead A Quest by Jason Fox

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8 Intriguing Incoherence

So, the first step of pioneering thinking is to know your current business model and identity, and the context in which you operate (covered in chapter 7).

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When a business model and identity are coherent with their current context, magic happens. There is a clear purpose and relevance: an enterprise generates value to serve market needs. The business model and identity make sense within this context.

But what happens if the context changes?

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Will your current business model and identity remain coherent within this context? Or will this new context render things incoherent?

COHERENCY IN CONTEXT

Kirsten Dunlop and Luca Gatti — strategy consultants and authors of The Strategic Risk Framework — suggest that this coherence is the true object of strategic thinking and decision-making. This elegant framing of strategy is simply profound, and has influenced my own thinking and approach to strategy immensely.

Dunlop and Gatti highlight that this simple approach — framing strategy in terms of the coherence between a business identity and its context — has the effect of empowering decision-makers to deal with extremely high levels of complexity.

Within this ...

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