Recall that I see strategy as a problem-solving tool. The first step in the Strategic Choice Structuring Processis to define the problem as a gap between the outcomes you are currently producing and the outcomes you wish you were producing. The outcomes you are currently producing are the consequence of all the choices you have made up until today interacting with the competitive dynamics in the market in which you are competing. To close the gap, you need to make a different set of choices because doing the same thing and expecting a better outcome is the definition of insanity.
