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CM 215: Roger Martin on Rethinking Management

Curious Minds at Work

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The Seven Step Approach to Strategic Thinking

In your book, you talk about a seven step approach that you've taken to strategic thinking. The first one involves moving from what you call issues to choice. When you say, well, our customer base is aging, right? It's three quarters of a year older this year than it was last year. Eventually, that's going to catch up with us. We need to make a choice. Are we going to just ide our current customer base as they age, or are we going to seek to find new, younger customers?

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