1. Fluff: Strategy built on fluff has the quality of a puff pastry–appealing at first bite, but empty within.
2. Failure to face the problem
3. Mistaking goals for strategy: “The job of the leader—the strategist—is also to create the conditions that will make the push effective, to have a strategy worthy of the effort called upon.”
4. Fuzzy or overly complex strategic objectives: Objectives should spell out the specific steps necessary to accomplish a strategy. the most common problem is overload, execs who compile a long list of things to do with lofty language. If you’ve been ever participated in an offsite, where dozens of goals and ideas are cobbled into a document that would take a decade to accomplish, you’ve seen how bad objectives are born.
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