CHAPTER 1

THE AGE OF UNCERTAINTY

Building a culture of experimentation means implementing an attitude toward risk that will be necessary if we are to survive in a world in which strategy becomes fluid.

We would love to build a model that describes everything about our markets, customers, and organizations, and use that model to build the perfect strategy for the future. Unfortunately, that doesn’t work, and it never will. The future is characterized by VUCA: volatility, uncertainty, complexity, and ambiguity. Therefore, no model will ever suffice. Instead, we have to focus on building agility, acting fast, and nurturing creative thinking by stimulating our companies’ networks and adopting a culture of experimentation.

The Holy Grail for many ...

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