This is #3 in a series on seven tensions that lead to common misunderstandings about strategy. --- Good strategy understands affect, not just cognition. When doing strategy work, what most often gets emphasised is the highly cognitive stuff: Developing analytical frameworks, collecting data, testing hypotheses. The thinking, cognitive side of strategy-making is crucial. But paying so much attention to the cognitive work of strategy leads us to mistake strategy for being only about cognition. ...
