With the level of uncertainty we see today, more people are asking, how can you develop a strategy in a world that keeps changing so fast? They are afraid that a set of rigid principles will hinder their ability to react quickly. I argue that it is precisely at such times that you need a strategy.

With the level of uncertainty we see today, more people are asking, how can you develop a strategy in a world that keeps changing so fast? They are afraid that a set of rigid principles will hinder their ability to react quickly. I argue that it is precisely at such times that you need a strategy.

Not moving because things are unfamiliar-and you haven't bothered to learn how to operate on them-I think is really a crime. The uncertain is the unknown and the unknown is the future, and you cannot predict the future. But the unfamiliar? You can learn how to operate in that.