“Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.”

—  Michael E. Porter

"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.

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Michael E. Porter 13
American engineer and economist 1947

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