From Strategy to Sense Making

Strategy’ used to be the sine qua non of top management. But in an increasingly uncertain and unpredictable world, it’s a catastrophically sluggish, constraining approach to sense making.

“Everyone has a plan until they get punched in the face”. – Mike Tyson

Much has been said and written about how Nokia missed the smartphone revolution despite their supposed strategy of “Connecting People”1

And how Microsoft CEO Steve Ballmer laughed at the iPhone in 2007, then in a ‘strategic’ scramble, bought the rump of Nokia’s handset business for $7.2Bn in 2013 – an investment that dramatically missed the market, and was ditched two years later in a $7.6Bn write-off.