How can this possibly be true? Unfortunately, many companies structure strategic planning only as annual processes, ultimately as a precursor to increase the following year’s budget by for example ten percent. At the heart of this approach is a process that extrapolates the organisation’s future; it does nothing to change the nature or the strategic direction of the company. Clearly, no one in their right mind will project themselves out of existence! This is the spirit of human nature; namely to survive. The big question in business is therefore: does strategy really matter if you end up in the same place?

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