Tony Ahn – författare

Traditional business strategy is in crisis, rife with mistakes, misunderstand- ings, and poor assumptions. It mixes market and operational concerns

in ways that confuses priorities, ignores customer insights, and hides opportunities. The two most popular strategy tools, the SWOT and Positioning Statement are so poorly used as to make them ineffective at best and dangerous at worst.

This book clarifies the different aspects of strategy, offering a process that highlights better opportunities and ties togerther the various components in a new, integrated, and holistic approach to strategy. It integrates systems thinking, stakeholder engagement, trends analysis, and impact

so that information, insights, and conclusions are unified across the various contexts of business. This allows leaders to follow the state-of-the- art approaches and tools consistently across teams, perspectives, and initiatives.

The poor quality of past tools has lead to mediocre (and worse) corporate strategy. These same tools and processes cannot yield better strategy. What we need are new processes and tools that work together in ways not available in the past and this book, A Whole New Strategy, describes just such a way to improve the assumptions and outcomes for more successful strategy.