Has COVID-19 killed strategy?

In the Foreword to our book Beyond Default – Setting Your Organization On A Trajectory To An Improved Future Don Tapscott says that ‘over the last few decades strategy has been in and out of fashion – for many businesses that followed the trends, mainly out’. He then goes on to say that ‘a number of factors are conspiring today to end these dog days of strategy and move it front and centre again’. While I believe he was right when he wrote these words in the summer of 2017, something significant has happened since then that could cause the dog days of strategy to return – and that something is COVID-19.

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