This part of the book looks at the component parts of a strategy:

• Strategy is about thinking and doing. The activity only realises its true value on successful implementation
• The strategy should create a unifying purpose
• The creation of the strategy should establish priorities and align across the business/enterprise
• Should start with the end in mind, and then work backwards

'Strategy is not made once and for all; it is made and re-made endlessly. Strategy making is a process of successive approximation to some desired objectives in which what is desired itself continues to change under re-consideration'  Lindblom