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You're reading: Digital Tonto: What is strategy?

That’s right! No more toiling away in the Dickensian world of Word and Excel, you are now strictly in PowerPoint. You have transcended the Samsara of everyday business life and achieved the Nirvana of full strategic consciousness. Great. Now what do you do?

All too often, “strategy” is a value judgement rather than a practice. Nobody is a screw-up anymore, merely “not strategic.” One becomes “strategic” by getting promoted, not necessarily through acquiring new skills. So what should a strategist do? Well, there’s an answer to that. As Wittgenstein would say, it’s time to let the fly out of the bottle.

“Strategy” is a word that gets thrown around a lot, to such an extent that many people don’t even think it’s worth the effort. Lou Gerstner, after spending a career as a strategic consultant remarked “The last thing IBM needs right now is a vision,” when he joined the company as CEO.

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