Sharper! Charting Your Course with Seven Strategy Principles<\/em><\/a>, said that people often underestimate the extent to which uncertainty and noise play a role in outcomes.<\/p>\n\u201cBecause strategy operates in the future, and the future is uncertain by definition\u2014leaders often overestimate the degree of control they have over outcomes,\u201d Hutzschenreuter said. \u201cThey can control decisions and actions, but they cannot control competitors, customers, technological shifts, economic cycles, or unexpected events.<\/p>\n
\u201cBetween actions and outcomes lies what I call noise\u2014the practical implication is humility,\u201d he said. \u201cStrategy should not be viewed as a prediction but as a disciplined attempt to navigate uncertainty. The best strategists continuously distinguish between what they know, what they assume, and what they simply do not know.\u201d<\/p>\n
In a nutshell: \u201cThe future cannot be controlled; strategy is the disciplined management of uncertainty.\u201d<\/p>\n
Muhammad Ali\u2019s boxing philosophy: \u201cFloat like a butterfly, sting like a bee\u201d<\/strong><\/p>\nMuhammad Ali understood something that many organizations struggle to master, Hutzschenreuter noted: Success requires both flexibility and determination.<\/p>\n
\u201c\u2018Float like a butterfly\u2019 represents adaptability\u2014companies must remain agile, learn continuously, and adjust to changing circumstances,\u201d Hutzschenreuter said. \u201c\u2018Sting like a bee\u2019 represents commitment\u2014at some point, organizations must act decisively and pursue their objectives with conviction.<\/p>\n
\u201cMany companies fail because they lean too heavily toward one side,\u201d he said. \u201cThey either become rigid and unable to adapt, or they become so flexible that they lose direction. Great strategy combines movement with purpose.\u201d<\/p>\n
To sum it up: \u201cThe best strategies combine adaptability in execution with determination in purpose.\u201d<\/p>\n
The principle of scope<\/strong><\/p>\nScope is fundamentally about deciding where to compete and where not to compete, Hutzschenreuter said. Organizations often assume that growth is always desirable, yet every new activity adds complexity, consumes resources, and creates managerial challenges.<\/p>\n
\u201cExpansion should strengthen the organization\u2019s overall position, not merely increase its size,\u201d Hutzschenreuter said. \u201cAt the same time, leaders should not cut indiscriminately\u2014removing capabilities that contribute to long-term competitiveness can weaken the organization more than excess costs ever did.<\/p>\n
\u201cThe key is disciplined selectivity: Expand where you can create value and sustain an advantage,\u201d he said. \u201cExit activities where you face persistent disadvantages. Strategy is as much about what you decline to do as what you choose to do.\u201d<\/p>\n
Hutzschenreuter concluded: \u201cScope is not about doing more or less\u2014it is about doing the right things and stopping the wrong ones.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Some failures in strategic planning and goal setting are leaders\u2019 fault, while others can be chalked up to chaos. Academy of Management Scholar Thomas Hutzschenreuter of the Technical University of Munich, author of Sharper! Charting Your Course with Seven Strategy Principles, said that people often underestimate the extent to which uncertainty and noise play a […]<\/p>\n","protected":false},"author":4,"featured_media":9047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_ppma_block_editor_authors":""},"categories":[27,21,19,76],"tags":[],"sp_smart_badges":[],"ppma_author":[70],"class_list":["post-9050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-c-suite","category-innovation","category-leadership","category-performance"],"acf":[],"yoast_head":"\n
Clearing Business Strategy Hurdles - Academy of Management Today<\/title>\n<meta name=\"description\" content=\"Some failures in strategic planning and goal setting are leaders\u2019 fault, while others can be chalked up to chaos.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aom.org\/today\/business-strategy-hurdles\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Butcher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/\"},\"author\":{\"name\":\"Daniel Butcher\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#\\\/schema\\\/person\\\/d1297a59039d9ca7bac9d9f0952e508c\"},\"headline\":\"Clearing Business Strategy Hurdles\",\"datePublished\":\"2026-07-21T19:41:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/\"},\"wordCount\":435,\"image\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg\",\"articleSection\":[\"C-SUITE\",\"INNOVATION\",\"LEADERSHIP\",\"PERFORMANCE\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/\",\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/\",\"name\":\"Clearing Business Strategy Hurdles - Academy of Management Today\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg\",\"datePublished\":\"2026-07-21T19:41:13+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/#\\\/schema\\\/person\\\/d1297a59039d9ca7bac9d9f0952e508c\"},\"description\":\"Some failures in strategic planning and goal setting are leaders\u2019 fault, while others can be chalked up to chaos.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.aom.org\\\/today\\\/business-strategy-hurdles\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg\",\"contentUrl\":\"https:\\\/\\\/www.aom.org\\\/today\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg\",\"width\":2560,\"height\":1707,\"caption\":\"People often underestimate the extent to which uncertainty and noise play a role in outcomes. 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Previously, he was a writer and the Finance Editor for Strategic Finance magazine and Management Accounting Quarterly, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer\/editor at The Financial Times, including daily FT sister publications Ignites and FundFire, as well as Crain Communications\u2019s InvestmentNews and Crain\u2019s Wealth, eFinancialCareers, and Arizent\u2019s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor\u2019s degree, Cum Laude, from the University of Colorado Boulder and his master\u2019s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.","sameAs":["https:\/\/aomtodayprod.wpenginepowered.com","https:\/\/www.linkedin.com\/in\/danielbutcher"],"url":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"}]}},"authors":[{"term_id":70,"user_id":4,"is_guest":0,"slug":"daniel-butcher","display_name":"Daniel Butcher","avatar_url":{"url":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp","url2x":"https:\/\/www.aom.org\/today\/wp-content\/uploads\/2025\/01\/DanButcher_Academy-of-Management.webp"},"avatar_alt":"","avatar_decorative":"","author_category":"1","first_name":"Daniel","last_name":"Butcher","user_url":"https:\/\/aomtodayprod.wpenginepowered.com","job_title":"Managing Editor, AOM Today, Academy of Management","description":"Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for <i>Strategic Finance<\/i> magazine and <i>Management Accounting Quarterly<\/i>, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer\/editor at <i>The Financial Times,<\/i> including daily FT sister publications <i>Ignites<\/i> and <i>FundFire<\/i>, as well as Crain Communications\u2019s <i>InvestmentNews<\/i> and <i>Crain\u2019s Wealth<\/i>, eFinancialCareers, and Arizent\u2019s <i>Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant<\/i>, and <i>Money Management Executive<\/i>. He earned his bachelor\u2019s degree, Cum Laude, from the University of Colorado Boulder and his master\u2019s degree from New York University. You can reach him at <a href=\"mailto:dbutcher@aom.org\" target=\"_blank\" rel=\"noopener\">dbutcher@aom.org<\/a> or via <a href=\"https:\/\/www.linkedin.com\/in\/danielbutcher\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>."}],"rttpg_featured_image_url":{"full":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg",2560,1707,false],"landscape":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg",2560,1707,false],"portraits":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-150x150.jpg",150,150,true],"medium":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-300x200.jpg",300,200,true],"large":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-1024x683.jpg",800,534,true],"1536x1536":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-2048x1365.jpg",2048,1365,true],"owl_elementor_thumbnail":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-600x400.jpg",600,400,true],"owl_elementor_team":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-350x450.jpg",350,450,true],"owl_elementor_testimonial":["https:\/\/www.aom.org\/today\/wp-content\/uploads\/2026\/07\/Shouting-casual-man-standing-in-front-of-descending-plane-100x100.jpg",100,100,true]},"rttpg_author":{"display_name":"Daniel Butcher","author_link":"https:\/\/www.aom.org\/today\/author\/daniel-butcher\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/www.aom.org\/today\/category\/c-suite\/\" rel=\"category tag\">C-SUITE<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/innovation\/\" rel=\"category tag\">INNOVATION<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/leadership\/\" rel=\"category tag\">LEADERSHIP<\/a> <a href=\"https:\/\/www.aom.org\/today\/category\/performance\/\" rel=\"category tag\">PERFORMANCE<\/a>","rttpg_excerpt":"Some failures in strategic planning and goal setting are leaders\u2019 fault, while others can be chalked up to chaos. Academy of Management Scholar Thomas Hutzschenreuter of the Technical University of Munich, author of Sharper! Charting Your Course with Seven Strategy Principles, said that people often underestimate the extent to which uncertainty and noise play a…","_links":{"self":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/9050","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/comments?post=9050"}],"version-history":[{"count":0,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/posts\/9050\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media\/9047"}],"wp:attachment":[{"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/media?parent=9050"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/categories?post=9050"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/tags?post=9050"},{"taxonomy":"sp_smart_badges","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/sp_smart_badges?post=9050"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.aom.org\/today\/wp-json\/wp\/v2\/ppma_author?post=9050"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}