Strategy is a strange word. It is treated like a gospel. Once it is put on paper, it needs to be revered, etched in stone.
Strategy may be all that. But that does not make it sustainable?
Most strategists usually jump headlong into full throttle execution, assuming that the gospel will lead to the holy trail. They do not feel the need to test it. Extensive rollout is planned without doing a pilot. And lessons in execution are learnt in ‘hindsight’ rather than during the process of execution.
Strategy is never ‘sustainable strategy’ unless it is backed by successful execution. Lessons learnt during the initial stages of execution should be used as inputs to alter/modify/overhaul strategy . Closing this loop is the only way for generating sustainable strategy which delivers long lasting business results.