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Think Strategically

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Think Strategically, 9780230284876 (0230284876), Palgrave Macmillan, 2011
Thinking is what sets human beings apart from the rest of the animal kingdom. And thinking is what distinguishes each individual human from all the others. We think differently, and that makes us different people, because it also makes us do things in a host of different ways. Companies differ too, due to the fact that they think differently and therefore act differently; their thinking is strategically different insofar as they follow a wide variety of strategies.

There is no denying that companies are different, and very much so, in what they own, the resources they possess (technology, know-how, intangibles such as the brand, money, buildings, facilities). However, if we are thinking about future competitive advantages, the most basic resource will be one that is not included in the list above: people. The above resources are certainly essential, but strategic thinking and the knowledge and skills of the people in the organization are what will lead on the company into the future. It is people who get the company moving. A powerful car with a bad driver will be overtaken by a less powerful one with a great driver, even if the first has a big lead.

This explains, for example, how Apple dethroned IBM when it spent 100 times less than its competitor on R&D. Business history is replete with examples of David slaying Goliath on the basis of his strategic ingenuity. Rest assured: if you think strategically better than your competitors, your company will win the competitive battle in the mid or long term. No matter how superior your competitors may be today, no matter how substantial their resources may be at present, do not be discouraged. Think, think strategically. That is the essential resource. It doesn’t cost money, but money can’t buy it. It’s the key.

The aim of this book is to help you think strategically. It explains simply and clearly the elements, concepts, analyses and interrelationships that make up this strategic thinking. Moreover, it offers thinking models as guides to this process.
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