ABSTRACT
If we are basing our understanding of strategy around 'fit,' and if the drive is towards getting a 'good fit' with our environment, that naturally begs the question of what 'good fit' looks like. Many teams using the Patterns of Strategy approach answer this question instinctively, and they immediately intuit what is likely to be a good fit for them going forwards. The attractiveness of a structural coupling fit is directly related to value and time. Although Patterns of Strategy is about achieving a desirable strategic fit – whether that's commercial or non-commercial, competitive or non-competitive – it's easiest to talk about this issue in terms of commercial markets and market share. A key element to consider in assessing strategic fit options is then how each will change us. One obvious aspect of "what is this going to feel like?" is cultural fit.
