Strategy Is Not About Objectives

Get lashley, the old boss of proctor and gamble, was brilliant on this. He wrote a book called the game changer and another one called how strategy works. Most companies have like, you know, 12 objectives adand they're not really objectives, cause they have no real date or means of delivery. And he calls them, he says, they're not objectives, they're dreams that won't come true. So i push my clients, i like, a real squeeze, three objectives because, again, each one demands resources and time and effort.

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