We need to move from comparative advantage to perpetual advantage.

The task of the strategist and leadership team is to reduce uncertainty in the areas that they can directly influence in order to pursue attractively difficult objectives.

All failure is failure to adapt, all success is successful adaptation.

What are you doing at the moment? How does that compare to your competitors? What do you want to achieve? How can you create something people want?

Brilliant strategy is the best route to desirable ends with available means.

Doing nothing requires effort. Over time, that effort is greater than the effort necessary to improve, or move somewhere better. The trick is to redirect energy.

The smart strategist allows strategy to be shaped by events. Good reactions can make great strategy. Strategy involves competition of goals, and the risk is the difference between those goals and the ability of the organization to achieve them. So part of the risk is created by the strategy.