100 GREAT BUSINESS IDEAS • 169- Keep your strategy fl exible. Ideas have a shelf life. Continually
reassess the answers to the “who, what, and how” questions.
Also, strategy requires adjustment to suit external circumstances.
So allow your people to respond and to adjust, without waiting
for permission.
In every industry, there are several positions that a company can
occupy. The essence of strategy is to choose the one position that
your company will claim as its own. If this is achieved, the fi rm can
stake out a unique strategic position.