"ESCAPING THE TRAPS...
Rule 1: Keep the strategy statement simple. Focus your energy on the key choices that influence revenue decision makers-that is, customers. They will decide to spend their money with your company if your value proposition is superior to your competitors’. Two choices determine success: the where-to-play decision (which specific customers to target) and the how-to-win decision (how to create a compelling value proposition for those customers).
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Rule 2: Recognise that strategy is not about perfection. As noted, managers unconsciously feel that strategy should achieve the accuracy and predictive power of cost planning – in other words, it should be nearly perfect. But given that strategy is primarily about revenue rather than cost, perfection is an impossible standard. At its very best, therefore, strategy shortens the odds of a company’s bets. Managers must internalise that fact if they are not to be intimidated by the strategy-making process.
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For that to happen, boards and regulators need to reinforce rather than undermine the notion that strategy involves a bet....
Rule 3: Make the logic explicit. [Moi ici: Mapa da estratégia faz soar a campainha?] The only sure way to improve the hit rate of your strategic choices is to test the logic of your thinking: For your choices to make sense, what do you need to believe about customers, about the evolution of your industry, about competition, about your capabilities?"
Trechos retirados de "The big lie of strategic planning"
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