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How to avoid future shock

Kim S. Nash | Dec. 16, 2011
Too many senior executives get strategic planning wrong because they don't know how to interpret trends, says consultant Daniel Burrus

What's wrong with a strategy centered on sales and profits?

Most strategic plans are financial plans in disguise. Money is not the whole ball game, but most people treat it that way. This year, 70 percent of Apple's profits are coming from products that were impossible to make four years ago. Consider four years from now. Will at least half your profits come from things you're not even doing today?

To get there, you need more than a financial plan. You need a plan that encompasses trends-correctly identified-that you can respond to and that you can redirect in your favor.


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