Strategy is a Hypothesis

a good business strategy deals with the edge between the known and the unknown.

Where does scientific knowledge come from?  You know the process.  A good scientist pushes to the edge of knowledge and then reaches beyond, forming a conjecture-a hypothesis-about how things work in that unknown territory.  If the scientist avoids the edge, worth with what is already well known and established, life will be comfortable, but there will be neither fame nor honor.

In the same way, a good business strategy deals with the edge between the known and the unknown.  Again, it is competition with others that pushes us to edges of knowledge.  Only there are found the opportunities to keep ahead of rivals. There is no avoiding it.  That uneasy sense of ambiguity you feel is real.  It is the scent of opportunity.

ACTION POINT: Seek the edge for your business and then reach beyond.