Too often organizations look at a string of customer wins and think they have a strategy. Basically, “keep doing what we’ve done.” But that is not a strategy. And reacting to customers is not a strategy. Strategies proactively point your organization in the direction of future growth. To succeed you must study trends to determine where future revenues lie, then invest in innovations that will build on trends to develop the revenues while investing in new customers and markets that will generate growth and future value creation.
