The What’s Next? Process for Creating A Winning Competitive Strategy
The Old
The old customary procedure of strategy development has a pure and sound logic. It has been designed in order to answer the question: What is it that we should do in order to achieve our goals?
The process essentially involves three stages:
1. Where are we now?
2. Where do we want to be?
3. How are we to get there?
This process is based on Gap Analysis. Supposedly, the competitor who will manage to execute it better and wiser (and will also carry out the strategy with consistence and persistence), will be the one who achieves the competitive advantage over the rest of the market.
I claim that this time honored process is no longer adequate. It is not sufficient for the competitive environment of this day and age. It does not help managers steer their organizations in the direction of success and profitability. I call it: “Wishful Strategizing”. Its outcome is more often than not, failure. This results in executives who lose faith in strategy making altogether.
What is wrong with the classic process? Before anything else, its...
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