1. Navigating Through Uncertain Times
When has a strategy that you have undertaken followed the precise path that you pictured when you laid out that strategy? The answer is probably never. Why? Because life is happening. Because actions and inactions, taken or not taken, by customers, competitors, governments, regulators, etc are occurring simultaneously.
The weather forecasting community introduced us to the term – the cone of uncertainty – as they attempt to predict the path of a storm. I submit that a company’s strategy can also be projected with its own cone of uncertainty.