ABSTRACT
Strategy is defined as a single plan for achieving 'the' goal of 'the' organization. This presupposes that the situation of both the organization and the environment is static. The strategy is based on forecasts and only takes into account a single possible future, a single truth. There is a need for consistency and a single line in order to achieve 'the goal'. There is no place for uncertainty in the conventional strategy formulation process. Recognizing uncertainty in the future environment of the organization and working with the multiple perspectives of the people within the organization forces to develop a dynamic strategy. A dynamic strategy provides more control than a static budget. According to Fons Trompenaars, strategy can also be considered as a conversation amongst the group of stakeholders in which mutual agreements are made. When shaping strategy, it is beneficial to mobilize the collective intelligence; as long as they are well-organized, groups are smarter than the sum of the individuals.
