McKinsey Classics: Strategy in an uncertain world

McKinsey Classics | May 2015

Strategy in an uncertain world

Today’s fast-moving business environment places a premium on agility. But the challenge of crafting strategy in unpredictable settings is nothing new. “Strategy under uncertainty” (2000) and “Managing the strategy journey” (2012) suggest approaches for developing dynamic strategies that are as important now as when they were first written.

Strategy under uncertainty

Traditional approaches to strategy assume that executives can predict a company’s future accurately enough to choose a clear, unambiguous strategic direction. But when the future is truly uncertain, such an approach is at best marginally helpful and at worst extremely dangerous. A four-level framework can help. more

Managing the strategy journey

Regular strategic dialogue involving a broad group of senior executives can help companies adapt to the unexpected. Here’s one company’s story, and some principles for everyone. more

Did you miss the previous McKinsey Classics?

How great customer service helps companies

The digital age may have introduced new ways of engaging with customers, but companies have always known that exceptional service is critical to generating loyalty. Two classic Quarterly articles—“Maintaining the customer experience” (2008) and “The moment of truth in customer service” (2006)—bring this perennial insight to life. more

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