Many organisations do not really do strategy at all. What passes for strategy is often operational and represents continuous improvement on what is already being done.

In fast changing and complex times this is not enough. Companies that remain successful are adept at reinventing themselves to meet changing market conditions and demands. Such re-invention requires ongoing and deliberate reflection and action to ensure that a company remains ahead of the curve.

Such an approach to strategy requires thinking beyond just how can we beat the competitors to reflection on how we can open new market