Strategic Appraisal the Changing Role of RAND Corporation Form

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Erik: How do you make strategic thinking more implementation friendly? Simon: Language. Strategic thinking can be more implementation friendly when you use words that you understand. It's amazing to me how often we read strategies that are incomprehensible. To be the pre-eminent supplier, you know, we're gonna—I mean, what—I mean these are things that you can't do. Based on what metric? We wanna be the best? That's your strategy? Like that's not a strategy. That's nothing. We wanna be the—we wanna be ranked number one. What—revenues, profit, quality, customer satisfaction, loyalty, what? It's complete nonsense, you know? And so the more specific a strategy can be, the clearer the language can be, the more implementable it can be. I'm a great believer that if you speak like a scientist, only scientists will understand you, but if you speak like a truck driver, both truck drivers and scientists will understand you. And the amazing thing is if you actually speak like a scientist,