Richard Rumelt

Some people say, “Strategy is important, but it’s really about execution.” That’s silly. That’s like saying, “We have a military strategy, but our soldiers are too fat to walk.” Execution is part of strategy, of course. Strategy is about what is important and the challenges you face. If one of these challenges is that the organization is dysfunctional, then that’s strategic. If your managers are not managing properly, if the organization lacks the resilience it needs for the business it’s in, that is a strategic issue.

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