“You cannot be everything to everyone. If you decide to go north, you cannot go south at the same time.” | Jeroen De Flander

In business, strategy is a complex notion, loaded with assumptions and associations. Leaders and decision makers will often link strategy to the idea of growth. This though is frought with danger. Growth is consequential. In business, the objective is the guiding the star - and this is normally money. As a consequence, strategy is about finding the route to uniqueness, and thus, saying no to things that don't match the plan.

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