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You're reading: The failure of strategy (and strategists)

Boy was I impressed! “He must be really smart,” I thought, to have people pay him just to tell them what to do. However, over the years (and, ironically, after becoming a strategist myself), I’ve become decidedly less enamored.

I’m not alone either. While strategists have multiplied, they have struggled to remain relevant. They are often seen as grandstanders and blowhards, thinkers rather than doers, who are out of touch with operational reality while quick to take credit for operational successes. It doesn’t have to be this way, but strategists need to get a better grip on reality.

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