The fundamental challenge facing business leaders is how to drive performance
into the future - the 'dynamics' of strategy. To tackle this effectively, they
need a clear understanding of what causes performance to improve or deteriorate,
and what power they have to change this trajectory for the better. Without this
understanding, they risk making poor choices about their future - failing to
exploit promising opportunities, pursuing unachievable aims, or falling victim
to competitive and other threats. The existing strategy tools most widely used
help guide management's choices about where to compete, which customers to
serve, with what products and services, and how to deliver those products and
services