“Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.”
                                        
                                        "What is strategy?," 1996 
Context: There's a fundamental distinction between strategy and operational effectiveness. Strategy is about making choices, trade-offs; it's about deliberately choosing to be different. Operational effectiveness is about things that you really shouldn't have to make choices on; it's about what's good for everybody and about what every business should be doing.