Your strategy starts to feel outdated after a while. If your strategy is truly driven by an understanding of customers and markets, and you are truly doing the hard work of staying close to those customers and markets as they change, then there will come a time when your strategy clearly needs to be updated. This is by no means a bad thing! In fact, if your strategy has remained unchanged for a suspiciously long period of time, odds are it is too disconnected from the broader world to help your team or company succeed. As with your user personas, consider refreshing your strategy on a regular
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