Learning how to build good strategy is important. Defining where we want to play and how we win helps us make the right trade-offs and execute.
But, an underappreciated part of executing strategically is being flexible enough to change plans as we see changes in the environment around us. A lot can change as we execute – our competitors can make unexpected moves, regulators can change the rules, and, most likely, we might learn a thing or two about the feasibility of our original plans.
This ability to change flows from a culture that celebrates agility just as much as it celebrates the creation of thoughtful strategy.
It is why culture is strategy in the long run.