Na sequência deste artigo "O ano do "Great Reset"" descobri Suzie Scott.
Ao ler o que ela escreve sobre os humanos, não pude deixar de pensar na transposição para as empresas, enquanto ressoava na minha cabeça uma velha frase de Porter retirada do clássico "What is Strategy?":
"As we return to the question, What is strategy? we see that trade-offs add a new dimension to the answer. Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do. Without trade-offs, there would be no need for choice and thus no need for strategy. Any good idea could and would be quickly imitated. Again, performance would once again depend wholly on operational effectiveness.
Strategy renders choices about what not to do as important as choices about what to do."
"Social identities are formed not only by what we are in life but also by what we are not. The infinite array of selves we cannot be, have never been and cannot imagine becoming form a vast, expansive landscape from which our actual selves emerge. [Moi ici: Isto também faz recordar o espaço de Minkowski - As escolhas que fizemos no passado limitam as escolhas que podemos fazer no futuro.] This is a residual category of nothing: the matter left behind after we carve out defining shapes. It is the scraps of cookie dough thrown in the waste bin; the discarded fabric from which our outfits have been cut. Phenomenologically, this represents the world of lost potential: the bracketed irrelevance of ‘everything else’ that recedes behind those objects that shine forth. Yet this contextual background gives greater meaning to the selves we do become, its negative space emphasising and accentuating their boundaries and contours. It plays a subtle but important role in supporting the construction of identity and enhancing its performance: like a theatrical understudy, its invisible labour is essential to the smooth execution of the show. Just as figures stand out clearly against contrasting backgrounds, so do positive identities comes into sharper focus when defined in negative relational contrast. I know who I am by what I am not, or refuse to be."
Todas as empresas têm uma estratégia, mesmo as que nunca deliberaram sobre ela. Uma estratégia pode ser deliberada, pode ser algo criado, ou pode ser algo que emerge do conjunto das decisões tomadas quotidianamente. Estratégias deliberadas talvez contribuam para uma maior noção de identidade: "Yet this contextual background gives greater meaning to the selves we do become, its negative space emphasising and accentuating their boundaries and contours. It plays a subtle but important role in supporting the construction of identity and enhancing its performance"
Trecho retirado de "The Social Life of Nothing"