"Strategies are successful when they focus on the basic
questions of the enterprise, questions like, “what are
we truly great at?”, “what markets would reward that
greatness”, and “how can we create and sustain a Right
to Win?”, but unfortunately most strategies bypass these
questions and instead focus on appealing, but sometimes
unhelpful queries, “what markets are attractive?”, “what
are the 10 new ways we can grow?”, “what are our
competitors doing that we should emulate?”. Looking at
only these externally-facing questions leads to what we
would describe as incoherence – a company that pursues
many potential reasonable ideas but which lacks the
“glue” to help it succeed in all opportunities it pursues."
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