ABSTRACT
The quote from Tom Peters illustrates a strategic management approach to what may be a generally held fallacy on the part of many students taking a course in strategic management. There is a tendency to look at a successful organization and conclude that since everything seems to be working-well, no changes are necessary (i.e., “If it ain’t broke, don’t fix it!”). All options cannot be chosen simultaneously, but sound reasons should underlie why they are not being chosen. The study of strategic management/planning is largely about that kind of investigation. It is also about choosing courses of action in an integrated fashion, and continually ensuring that the course of action selected continues to be the most appropriate one. In other words, doing what you are doing (or, what you have been doing) may really be the best option, but you can only be sure of that as a result of continuous investigation.
