"Where does strategy live in a company? Too often, a company strategy sits on a shelf, gathering dust."

"Systemische Krisen erfordern systemische Antworten."

"Wenn du auf nichts zielst, triffst du nichts."

"Strategies don’t live in thick binders – that’s where they go to die."

"Projects don’t go wrong, they start wrong."

"Performance is the joint outcome of capability and clever design."

"Jetzt wird es mal Zeit, zu sagen “Wollen wir das oder wollen wir das nicht?” Und wenn wir das wollen, dann machen wir es doch endlich mal richtig."

"Strategy is about making specific choices to win in the marketplace."

"If everything is a priority, nothing is."

"Strategy requires making explicit choices. To do some things and not others. And building a business around those choices. In short: Strategy is choice. More specifically: Strategy is an integrated set of choices that uniquely positions the firm in its industry so as to create sustainable advantage and superior value relative to the competition."

"Sometimes you have to destroy your business in order to save it."

"Strategy is about focus. Not about everything, that everyone does."

"I think of strategy as an ongoing process of searching, doing, learning and modifying."

"No trade off, no strategy."

"All models are wrong, but some are useful to have a conversation."

"Strategy is a pattern in a stream of decisions."

"Without strategy, execution is aimless. Without execution, strategy is useless."

"Wenn das, was Du heute tust, nichts mit dem zu tun hat, was Du morgen erreichen willst, dann hast Du keine Strategie."

"The essence of strategy is choosing what not to do. Without tradeoffs, there would be no need for choice and thus no need for strategy. Any good idea could and would be quickly imitated. Again, performance would once again depend wholly on operational effectiveness."

"The only reason companies need a strategy is that they have very limited resources."

"Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains."

"In our view, far too few companies have a clear, choiceful and compelling winning strategy in place. Too often, CEOs in particular will allow what is urgent to crowd out what is really important."

"It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so."

"The essential problem in organizations today is a failure to distinguish planning from strategizing. Planning is about programming, not discovering. Planning is for technocrats, not dreamers. Giving planners responsibility for creating strategy is like asking a bricklayer to create Michelangelo’s Pietà."

"Strategy means asking or making people do things that break with routine and focus collective effort and resources on new or non-routine purposes."

"A strategy is a decision about how and where and with whom to compete."

"Strategy is an ongoing process of dealing with critical challenges and deciding what consequential actions to take. "

"In a world of change and flux, more from the same is rarely the right answer. In a changing world a good strategy must have an entrepreneurial component."

"Good strategy does not pop out of some strategic management tool, matrix, chart, triangle or fill in the blanks scheme. Instead a talented leader identifies the one or two critical issues in the situation – the pivot points that can multiply the effectiveness of effort – and than focuses actions and resources on them."

"Simply defending market share is no longer a winning strategy."

"The Status Quo is all too often an implicit unexamined choice."

"OKRs are a great way to make sure everyone understands how you’re going to measure success and strategy."

"If you have more than three priorities, you don’t have any."

"Wer nach allen Seiten offen ist, der kann nicht ganz dicht sein."

"Positioning is like drilling for oil. Close is not good enough."