The Strategist's Case Against the Hype Machine

Part 1 of a 4-part series on strategy, hype, and the discipline nobody wants to do.

I keep watching smart people mistake motion for strategy. They adopt AI because competitors did. They declare a destination and call it a direction. They commission a report and call it a diagnosis. None of it is strategy — and in a market this saturated, that gap between activity and strategy is the difference between building something that lasts and building something that disappears.