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Planning to fail

Strategy isn't a goal, it isn't a business plan. Strategy is how you deal with reality. And in the past 14 years, nobody's done it better than Apple.

"So if you really want to be like Apple, drop the fluff- filled vision statements and magical wishes. Pretend your company’s existence is at stake, coldly evaluate the environment, and make choices. Stop thinking of strategy as meaningless verbiage or financial goals and treat it as a serious design challenge."

“Planning to fail”