Finally, strategy must have continuity. It can't be constantly reinvented.

The ability to change constantly and effectively is made easier by high-level continuity.

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.

The essence of strategy is choosing what not to do.

The essence of strategy is choosing what not to do.

Sound strategy starts with having the right goal.