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Making Your Strategy Work by Chris Outram

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Foreword

When Chris Outram told me he was invading my book-writing territory, I didn’t expect it to be like this. To be honest, I anticipated a thick treatise with all kinds of elaborate strategies – after all, OC&C are very focused and only ‘do’ strategy, and they are probably the only serious firm that can still make that claim.

I was therefore rather relieved to read the book you have in your hands.

How much more is there to say about strategy? Not much, in my opinion. The great merit of this book is that it follows a different tack.

Chris asks how do you ‘make’ strategy and make it work in practice. OC&C’s answer is that, if a firm has a halfway decent strategy or better, success lies in the execution of the strategy. And very little intelligent ...

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