Leaders in London Day 3: How important is strategy?
Posted by: Phil Dourado in UncategorizedSo, that’s the third time I’ve heard Michael Porter. I’ve also interviewed him. And, the question arises…Just how important is it to ‘have a strategy’ in the way that Professor Porter defines it?
Yes, he’s the king of strategy. Yes, you can’t study business at Harvard without taking his strategy course: it would be unthinkable not to. Yes, if you don’t understand his five forces model, you might miss the dangers and the opportunities out there.
But, I analyzed the three strategic goals that Martin Sorrell, one of the most successful business leaders in the world, laid out for his company, WPP, the same morning that Prof. Porter was presenting and, it seemed to me, WPP doesn’t have a strategy according to Porter’s definition.
And, as Professor Porter himself said, Jack Welch’s famous strategy for GE of “be Number 1 or Number 2 in every market you are in, or be clear on how you are going to be Number 1 or Number 2 very quickly, or get out of that market” was “not a strategy, but an aspiration.”
GE, the company without a strategy, became the most successful company in the world by some measures. WPP, without a Porter-endorsed strategy (if I analysed it right) is arguably the most successful advertising and marketing services group in the world.
Is it just me, or am I missing something? Do, please comment, as I’m assuming the latter until I hear otherwise. I think we need to tease this out a bit more. Oh, here are a few words from Kenichi Ohmae, the world’s other ‘greatest living strategist’ to help us focus:
“Traditional frameworks for strategy no longer work. My friend Michael Porter and others will tell you your strategy is based on how you create value through your value chain. But, good strategists by-pass the value chain completely. Michael Dell’s business plan was rejected by his Professor because it defied Porter’s reliance on a value chain. So, Dell launched it anyway.
Don’t use frameworks or case studies to learn. Think about the product, service or company five years from now and how it should be. That is where your strategy starts: it frees you from having a limiting framework.”
What do you think? Leave a comment, below, to help me and your fellow Leaders in London attendees sharpen this up a bit in our heads.
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