Some say that you need a vision. Others emphasize focus on your core competencies. Still others would insist that you innovate your business model and on it goes. There is also a divide on who should form strategy. While some hold that it is a management function, others believe that it should emerge from the bottom-up.
The veritable Noah’s Ark of voices and theories can be downright stupefying. I would submit that one reason for the confusion and cacophony is that, far from being monolithic, there are three levels of strategy and each requires a very different approach.