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.

In business, most deep strategic changes are brought about by a change in diagnosis—a change in the definition of the company’s situation.

In a changing world, a good strategy must have an entrepreneurial component. That is, it must embody some ideas or insights into new combinations of resources for dealing with new risks and opportunities.