One of the most straight talking thinkers about strategy is the American academic Richard Rumelt. According to Rumelt, badly construed strategy has four hallmarks which should set alarm bells ringing. These are:
- Failure to face the problem: usually when the problem has not been properly defined.
- Mistaking goals for strategy: this was the mistake made by Lehman Brothers.
- Bad strategic objectives: beware a long list of objectives, which are not prioritized or even connected to each other.
- The final hallmark is what Rumelt calls “fluff” – or hubris. Distrust a . . .
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