How someone can see what others have not, or what they have ignored, and thereby discover a pivotal objective and create an advantage, lies at the very edge of our understanding, something glimpsed only out of the corner of our minds. Not every good strategy draws on this kind of insight, but those that do generate the extra kick that separates “ordinary excellence” from the extraordinary.

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

Strategy involves focus and, therefore, choice. And choice means setting aside some goals in favor of others.

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.