Michael Porter argues that the ‘essence of strategy is choosing what not to do’ but ‘the real world essence of strategy is figuring out the best route from available means to desirable ends’.
This dangerous fashion for saying ‘no’, choosing what not to do’ and ‘taking emotion out of strategy’ flies in the face of what inspires innovators. Doing less, being realistic, avoiding risk is lifeless language in a world of living strategy and necessary passions…
The Innovation Book (2014)
Porter offers us nothing, just the ‘design school’ mumbo jumbo that can look back and point at the moving pieces, but which can predict or make nothing. There is no there there.