Richard Rumelt

Richard Rumelt (born 1942) is the strategy thinker who gave the field its sternest quality test. His kernel of good strategy has three parts: a clear diagnosis of the actual challenge, a guiding policy that chooses the approach, and coherent actions that carry it out. Against this he sets bad strategy, recognisable by goals masquerading as strategy, fluffy vision language and avoidance of the real problem. For marketing strategy Rumelt's lesson applies directly: growth targets are not a strategy, and a plan that names no obstacle solves none. Power comes from focus: concentrating resources where the problem is decided.

Key work Good Strategy Bad Strategy (2011)

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