Strategic experiments can be costly and time-consuming. They may require several years to assemble, and often involve highly specialized and largely irreversible investments. Consequently, engaging in a purely random, experimental search for increased value is unacceptable. That’s why good strategists compose theories of how to navigate this terrain. Like a scientist’s theory, the strategist’s theory generates hypotheses that guide actions. Theories define expectations about causal relationships: If the world functions according to my theory, then this action will generate the following outcome. They are dynamic and are updated based on evidence or feedback received. They permit low-cost thought experiments, thereby minimizing expensive, misguided investments."
Trecho retirado de "Beyond competitive advantage : how to solve the puzzle of sustaining growth while creating value" de Todd Zenger.