How to rethink strategy

Take a strict look at what your clients really want. Instead of drawing up customer profiles, companies should consider what individuals wish to achieve in that specific circumstance.

• The entire organisation should be involved in the strategy development process, not just the corporate strategy team.
• The process of devising and revising strategy should be continuous. Define the ultimate outcome, then continually adjust and adapt the strategy.
• Companies should define their goal, but the strategy for achieving that end state should not be fixed.