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Strategic intent. It is difficult to manage a company strategically. Thousands of actions have to happen or a company to achieve competitive advantage and superior performance Strategic planning can decide on some actions But strategic planning cannot deal with everything
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It is difficult to manage a company strategically • Thousands of actions have to happen or a company to achieve competitive advantage and superior performance • Strategic planningcan decide on some actions • But strategic planning cannot deal with everything • Other good actions may occur through emergent strategy(unplanned actions) • But emergent strategies often lack coordination
A powerful strategic intent can unite a company • Strategic intent is… • an obsession with winning, or with some big goal . • an ambition ‘out of proportion to the resources available’ • a goal the people of the organization will see as worth dedicating themselves to • shared at all levels of the organization • sustained over a long (usually 10-20 year) quest
