(Rumelt, ‘Good Strategy / Bad Strategy’, p.20)

It contended, “All too much of what is put forward as strategy is not. The basic problem is confusion between strategy and strategic goals.

Unless leadership offers a theory of why things haven’t worked in the past, or why the challenge is difficult, it is hard to generate good strategy.

A great deal of strategy work is trying to figure out what is going on. Not just deciding what to do, but the more fundamental problem of comprehending the situation.

A strategy coordinates action to address a specific challenge.