…the process of strategy then reiterates through these steps over and over again, constantly evolving. In other words, strategy is not a discrete analytical event — something decided, say, in a meeting of top managers based on the best numbers and analysis available at the time. Rather, it is a continuous, diverse, and unruly process. Managing it is very hard — the deliberate strategy and the new emerging opportunities fight for resources.

On the one hand, if you have a strategy that really is working, you need to deliberately focus to keep everyone working together in the right direction. At the same time, however, that focus can easily cause you to dismiss as a distraction what could actually turn out to be the next big thing. It may be challenging and unruly, but this is the process by which almost all companies have developed a winning strategy.

— How Will You Measure Your Life? by Clayton M. Christensen, James Allworth, et al.