These would be worthy goals, and this approach is valid. But accomplishing these kinds of targets will not fundamentally alter your company s relationship to the marketplace. It s been said that insanity is doing the same thing over and over again, and expecting different results. When you do the same things, only better, only harder, only more, only smarter, what you ll get is more of what you ve already got. That s fine, as long as you ve determined that more of what you ve got is appropriate for this stage of your company s life cycle.
Strategy is an invention.
Strategy is something you make up. Don t ignore your past results. Just don t allow your strategy to be constrained by them. Don t ignore the marketplace. Just don t fall into the trap of letting your competitors actions define what yours will be.