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Making Your Strategy Work by Chris Outram

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1

Introduction

‘The only worthwhile strategy is one which can be executed.’

JUSTIN KING, CEO, J. SAINSBURY

The panic that set in when I first sat down with a blank screen to write this book was palpable. With 25 years of OC&C behind us, surely our 68 partners had something to say about strategy. And yet the more I thought about it, the greater my panic. What ultimately broke the logjam and led to the words that follow was the realization that strategy is not just about the conceptual wrestling we do helping our clients solve some of the most intractable problems in the world. More importantly it is what you do with the strategic advice. How do you make the strategy work?

And that’s when the cumulative experience of our 100-plus CEO interviewees ...

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