When the company’s leaders made a clear decision to pursue the new direction, the emergent strategy became the new deliberate strategy. But it doesn’t stop there. The process of strategy then reiterates through these steps over and over again, constantly evolving. In other words, strategy is not a discrete analytical event—something decided, say, in a meeting of top managers based on the best numbers and analysis available at the time. Rather, it is a continuous, diverse, and unruly process.
