3 Reasons Why Strategy Isn’t Dead In The Water

I hate sweeping generalizations.Is strategy dead, or dying?

Strategy is dead is one that I particularly dislike.

To say that, it seems to me, is to say that it’s a complete waste of time for every company, regardless of size or industry, to have a strategy.

An article appeared in the Globe and Mail late last year, headline “Why Strategy is Dead In The Water.” It was based on an earlier article in Forbes magazine, headline “Is Strategy Dead? 7 Reasons The Answer May Be Yes.”

We’d gone from strategy might be dead to signing its death certificate – in the space of two headlines.

Here are 3 of the reasons the Forbes author offers to support his argument.

1.  Incrementalism has been disrupted by disruption. The argument is that managers talk big but really focus on delivering incremental change. Hopeless now when, for example, companies like Uber disrupt an industry. Disruptive change isn’t new – otherwise we’d all still be driving horse drawn buggies – but is it realistic to expect it in every single industry, simultaneously?

2.  Innovation is occurring with high variance outcomes. Contingency plans are used to deal with the most likely market reactions to a strategy. Now, it’s argued, there are too many possible outcomes to anticipate, never mind plan for. Assume that intuition, common sense and gathering information can no longer help us isolate all of the possible outcomes. Does that prevent a business selecting one or two of the most likely ones and running with them in a controlled, limited way i.e. hedging its bets?

3.  The past is no longer a good predictor of the future. Because life expectancy has increased, consumer behavior has changed and we are able to quickly access data, it is argued that the future no longer looks anything like the past.

Could that not have been said about the rise of consumer spending in the 1950’s, the shift to low cost, offshore production, or half a dozen other seismic changes that have taken place?

Has the past ever been a good predictor of the future? The old adage is, if we don’t learn from the past, we are doomed to repeat it. Isn’t adapting a way of learning?

Isn’t the entire argument that strategy is dead, or dying, rather like throwing out the baby with the bathwater?

I’ll comment further next week.

 

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Jim Stewart is the founding Partner at ProfitPATH. He has been working with business owners for over 16 years to increase profits and improve the value of their companies. LinkedIn

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Tags: business, change, company, disruption, disruptive change, industry, innovation, is strategy dead, Jim Stewart, ProfitPATH, strategy, strategy is dead, strategy isn't dead in the water

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