Costumam proclamar, desde os fora nas rádios até aos prós e contras da tv:
"If a strategy was simply a logical plan to reach a known objective, and many think of strategy of this way, communicating it would be easy. But the preceding chapters show strategizing as an ongoing process of selecting and dealing creatively with the situation’s uncertainties.A beleza da coisa está nesta incerteza, nesta variabilidade e idiossincrasia dos agentes. Se não fosse assim, o mundo podia ser tomado por robôs e arte não existiria.
So different implementers know, say, and do different things. Second, those strategizing might try to finalize their work in all its details, treating the result as a comprehensive strategy that others should implement faithfully. As we know, strategists cannot do this without anticipating every possible possibility,"
Trechos retirados de "Business Strategy - Managing Uncertainty, Opportunity, and Enterprise" de J.-C. Spender.