If your goal is anything but profitability - if it's to be big, or to grow fast, or to become a technology leader - you'll hit problems.

Strategic thinking rarely occurs spontaneously

There's a fundamental distinction between strategy and operational effectiveness.

Change brings opportunities. On the other hand, change can be confusing.

Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.

If a strategy meets a goal: It's working. If a strategy meets a target: It's a success.

Sound strategy starts with having the right goal