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Developing good strategy – a science or an art?

‘If everyone likes the strategy, it is probably wrong!’

ANDY GREEN, FORMER CEO, LOGICA (NOW CGI)

When the management writer Richard Koch was preparing the fourth edition of The FT Guide to Strategy,1 he asked ten leading strategists for their assessment of important developments in the field during the previous 10–15 years. There had been plenty of developments. In fact, the ten experts came back with what Koch calls a ‘staggering 30 new insights or methodologies’. But there was a catch: none of the experts really agreed with each other about which of these developments were important. In fact, only four of the 30 insights or methodologies were cited by more than one of the experts. The lack ...

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