9

Reducing uncertainty

ABOUT A YEAR AGO Davide was having a discussion with a former classmate who is now a top executive at a telecoms company. We were talking about the strategic challenges that his firm was facing and how they could figure out how to deal with them. As he talked, it was clear that he had put a lot of thought and energy in the development of a sound strategy, but it was evident that something was bothering him. In spite of having worked out a way forward, he still seemed agitated. When I asked him about this, he replied, ‘Davide, the biggest problem I have is how to manage the uncertainty linked to the strategy. I know that the solutions and the initiatives we have found are good, but I also know that some will not work ...

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