Survival is Not Enough/Godin 80-86

84 You can’t manage change. Change manages you.

85 Business on the other hand, needs to look forward, not back. It doesn’t make us any money if we successfully understand why strategy A was better than strategy B. What we need to do is predict which strategy is going to work in the future.

So the smart CEO will tell you that her job is to be smarter than evolution. Her job is to see beyond today’s hot trend and embrace the future instead.

86 The job of the CEO is to organize the company to jump on board a strategy that’s winning for now and, at the same time to organize the company to evolve enough to find the next strategy before today’s strategy disappears.

… the job of the CEO is not to be right. That’s impossible. No company has consistently been smarter than the marketplace.

While we’d like to believe that we’re smarter than the market, we’re not.