In a business environment of increasing volatility, uncertainty, complexity and ambiguity, strategy development is not something you do once and follow the plan for the next five years. A lot of things may cause the business environment to change. That forces you to adapt your strategy accordingly. So you will want to visit this region “Evolving Strategy” more often.
Strategy needs to be a continuous process of discovery, execution, reflection and alignment. The ultimate goal is to not only adapt to the change, but also take advantage of it.
Don’t get trapped in pursuing to many disconnected customer segments and value propositions at the same time. That dilutes your ability to focus and reduces the changes to be truly excellent at anything in the long run.
Also make sure to not over-constrain your identity creation by your current portfolio and customers.