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The Future of Strategy: A Transformative Approach to Strategy for a World That Won’t Stand Still by Gillis Jonk, Martin Fabel, Johan Aurik

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CHAPTER 1

Drawing Inspiration from the Future

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In 2004, when I was writing my book The Earth Is Flat, Facebook didn’t make the index. Twitter was a sound. The cloud was something in the sky. 4G was a parking place. LinkedIn was a prison. For most people, applications were what you sent to college, and Skype was a typo.

—THOMAS FRIEDMAN1

TO BELIEVE THAT YOU HAVE the perfect strategy and that you are secure no matter what may happen in the future is to adopt a rigid, static position that will be your undoing. The illusion that it is possible to use strategy to insulate an organization from the future has regularly been seen in military history. ...

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