To Make A Living Is No Longer

Unless Strategy Evaluation Is Performed Seriously And Systematically, And Unless Strategists Are Willing To Act On The Results, Energy Will Be Used Up Defending Yesterday.

Most Discussions Of Decision Making Assume That Only Senior Executives Make Decisions Or That Only Senior Executives' Decisions Matter. This Is A Dangerous Mistake.

One Does Not Start With Facts. One Starts With Opinions.

Mission Defines Strategy, And Strategy Defines Structure.

What People In Business Think They Know About The Customer And Market Is Likely To Be More Wrong Than Right...the Customer Rarely Buys What The Business Thinks It Sells Him.