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The essence of strategy is that you must set limits on what you're trying to accomplish.
Michael Porter
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The essence of strategy is choosing what not to do.
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Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.
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Strategy 101 is about choices: You can't be all things to all people.
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Sound strategy starts with having the right goal.
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So companies have to be very schizophrenic. On one hand, they have to maintain continuity of strategy. But they also have to be good at continuously improving.
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If your goal is anything but profitability - if it's to be big, or to grow fast, or to become a technology leader - you'll hit problems.
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If all you're trying to do is essentially the same thing as your rivals, then it's unlikely that you'll be very successful.
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