"The purpose of strategy is to maximize the alignment between the outcome and the underlying purpose. This can be done by changing either the outcome or the purpose; there is no rule that says strategy can only change the outcome. "
Contact the Author
Hi, I’m Geoff Chamberlain, author of Understanding Strategy. The book’s subject presented some complex challenges in a range of areas, and as a result it took a long time to write. I won’t go into all that here, but if you are interested in the theory of strategy—or in its practical applications—I would be pleased to hear from you. If you wish you can email me at geoff.chamberlain@understandingstrategy.com and we can discuss any issues you have with the book itself, with strategy theory in general, or with specific applications of the theory in practice.

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