Strategy is simple—if the future is clear and the whole organization is pulling together—but there are four factors that make it very difficult.
First, history is littered with failed organizations that didn’t understand their business. Kodak thought they were in the film business; they were actually in the business of creating memories.
Second, companies create strategies but keep them secret from the employees who have to execute them when a strategy’s success is 90% execution.
Third, today, people are the only sustainable competitive advantage that organizations have and it is not just their time but their commitment, engagement and total involvement that separates success from failure.
Lastly, thinking computers are changing the workplace and markets at breakneck speed and this is offering both opportunities and risk. Very few organizations are proactively preparing for either.