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Why move beyond strategy?

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By definition, a strategy is a plan you use to reach a short-term goal. That’s why strategies can be difficult to sustain over time.

And that’s why Cristian Mitreanu, lead researcher at RedefiningStrategy.com in Chicago, maintains that, instead of strategy, leaders need a long-term focus, especially in serving customers.

“It is the ongoing cultivation of that understanding,” Mitreanu writes, “based neither on specific competitors nor temporal objectives … is that from which all objectives should naturally flow.”

—Adapted from “Is strategy a bad word?” Cristian Mitreanu, MIT Sloan Management Review.

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