Myth 1: Continual reinvention

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Many of the articles, comments and conferences about strategy-related issues seem to perpetuate some damaging myths – so I thought it might be useful to develop a list of these as I come across them.

This one comes up all over the place – the idea that successful strategy requires constant ‘re-invention’ of the business model. Even sober journals like the Economist ooze over this fallacy, as they did when reviewing the 10-year anniversary of e-commerce in 2005. Ebay, ...

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