Discussion in management and board meetings tends to focus on how to squeeze more profit out of existing revenue rather than how to generate new revenue. The principal metrics concern finance and capabilities; those that deal with customer satisfaction or market share (especially changes in the latter) take the backseat.
How can a company escape those traps? Because the problem is rooted in people’s natural aversion to discomfort and fear, the only remedy is to adopt a discipline about strategy making that reconciles you to experiencing some angst. This involves ensuring that the strategy-making process conforms to three basic rules. Keeping to the rules isn’t easy-the comfort zone is always alluring-and it won’t necessarily result in a successful strategy. But if you can follow them, you will at least be sure that your strategy won’t be a bad one.
Via Kenneth Mikkelsen