Everyday MBA Business Strategy In Times Of Market Uncertainty
Dec 20, 2025
Dr. Lance Mortlock, a strategy expert and Managing Partner at Ernst & Young Canada, shares insights from his book 'Outside In, Inside Out.' He discusses the concept of strategy whiplash, the importance of execution in turbulent times, and how businesses can turn external volatility into an advantage. Lance emphasizes using AI and NLP to transform data into strategic insights and warns against the pitfalls of neglecting customer trends, citing examples from Target and Kodak. He concludes with three actionable recommendations to enhance business adaptability.
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Execution Is The Proof Of Strategy
- Strategy without relentless execution causes 'strategy whiplash' and poor outcomes.
- Lance Mortlock says execution and engagement prove whether a strategy actually works.
Apply The Diamond Strategy Framework
- Use the Outside In, Inside Out diamond: outside-in, inside-out, choose where to play, prepare to execute, and execute.
- Allocate time across each diamond segment and align initiatives to your central strategic choices.
Turn Data Into Understanding With AI
- Turn data into understanding by using technology like NLP and AI to surface insights from unused data.
- Use those insights to make faster, clearer strategic choices amid volatility.