Gary Hamel

Competing for the Future

1. IDEA 1

   Companies must compete for the future

   Hamel and Prahalad argue that companies spend too much effort cutting costs and restructuring for today's markets. Instead, they should imagine tomorrow's industries and position themselves to lead them. Winning tomorrow needs thinking about it today.

2. IDEA 2

   Core competences are key

   The authors describe core competences, the collective skills and knowledge that let a company create many products. Companies should build and use them. In the authors' view, a company known for one deep skill can use it in many different products, and not just in one.

3. IDEA 3

   Strategic intent sets direction

   The authors describe strategic intent, an ambitious long-term goal that inspires an organisation. It guides decisions. In the authors' view, a goal that people believe in gives them a reason to work together, and it points the whole company in one direction.

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