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If strategy is about the future, and uncertainty and zero-warranties… why would anyone want to try something new and for the first time? … or wouldn’t they? Going to “guaranteed results/strategies/approaches” will get you to use what has been already there (at most), with a context that doesn’t apply to you, your customers or your business. Think of past-driven vs future-driven this way: If you benchmark with what’s already happened, a driven-by-data approach would have to follow best practices and what’s worked before. And yield —at best— the same results. Nothing new. Which is not bad, just not something that would stand out. If you base it on facts (the past), trying something different from it would be too much of a risk. If you need certainty (or warranties), the future is not the place for it. But here comes the thing: If you benchmark to frame and give context, doing something different —creating an advantage— will break from what is. It’ll break from the average. That will make you stand out. |