BE 2.0 (Beyond Entrepreneurship 2.0) by Jim Collins

Author:Jim Collins [Collins, Jim]
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2020-12-02T00:00:00+00:00

Chapter 7

STRATEGY

Strategy is easy, but tactics—the day-to-day and month-to-month decisions required to manage a business—are hard.

Arthur Rock

“Strategy.” The word sounds weighty, academic, scientific, ponderous.

To be a strategist, this momentous word implies, we would need the intelligence of a pure mathematician and the skills of a master chess player. High-priced strategy consultants would like us to believe that only the top 5% of academic performers from first-rate graduate schools can be virtuosos of strategic thinking. We’re led to envision thoughtful experts of economic theory looking out on the world from lofty offices on the 45th floor of a tall building and applying the mysterious rigors of decision sciences to concoct strategies that dazzle the world with their brilliance.

Well, we’ve been on the 45th floor, and we can assure you that all these images of strategy are false.

Not that strategy is unimportant. It’s very important. And not that strategy consultants are unhelpful. Their objectivity can be useful.

But strategy isn’t difficult. Nor is setting strategy a complicated or purely scientific exercise.

The purpose of this chapter is to demystify the topic of strategy and provide a straightforward road map for setting a strategy. We will also address four key strategic issues commonly faced by small to mid-sized companies:

How fast to grow

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