Unlearning Strategy

The approach and tools for making strategy have remained remarkably unchanged over the past half century. This is a problem. Because the world has changed—and quite dramatically. A key reason for this lack of change is that the strategy field has clung to a set of myths about strategy that are so strong and convincing that they persist, no matter what.

To make progress and become better at strategy, we must uncover and break these myths. Because they are so deeply engrained in the belief systems of many, this requires active unlearning. Only when we are aware of what we hold for true and why this is not valid anymore, we can start appreciating alternative approaches to strategy and expect to move forward.

In this little book, I take you along the ten most persistent myths of strategy. By breaking these myths one by one in his down-to-earth and accessible style, this book questions your taken-for-granted ideas about strategy. And along with the demystification of the myths, the book also sketches an alternative approach to strategy that is better fit for the 21st century.