Introduction Strategy for Fun

Strategy can be awfully boring. The consultants can be straighter than we academics, not to mention the planners. Everybody is so serious. If that gets us better strategies, fine. But it often gets us worse ones—standard, generic, uninspiring. Strategy doesn’t only have to position, it also has to inspire. So an uninspiring strategy is really no strategy at all.

The most interesting companies we know, often the most successful, are not boring. They have novel, creative, inspiring, sometimes even playful strategies. By taking the whole strategy business less seriously, they end up with more serious results—and have some fun in the bargain.

So this book has a serious intention; to take strategy less seriously and so promote ...

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