Brand strategy: Strategic simplicity
Jonathan Cahill
There is no need to make business strategy a complex minefield understood only by experts; curiosity, context and common sense are what's needed for simpler and more successful strategy.
Theodore Levitt summed up the role of strategy when he stated that: "To be successful a strategy must also be simple, clear and expressible in only a few written lines. If it is elaborate and complex and takes a lot of space or time to communicate, few people will understand it or march to its tune."
This simple truth was echoed recently by Bain &...