Strategy has never been so simple, accessible, powerful and practically directed to raise profits. - Robin Field, Chief Executive, Fairfax Group Behind every business hero success-story lies a successful strategy, and behind every business failure lurks a bad strategy. Developing a good business strategy is remarkably simple, yet the subject has become obscured and over-complicated by academics and consultants alike. Strategy has become remote from those who need it most; executives and entrepreneurs. Strategy is most powerful at the sharp end of business, where line managers are fighting to create and deliver profitable products and services. This guide is for them. The Financial Times Guide to Strategy reclaims the power of good business strategy for those who can put it to work at the sharp end. It will turn insight into usefulness and theories into profitable solutions.In a famously engaging and access able manner Richard Koch's best-selling book helps demystify the world of strategy creation: *demonstrating tech power of strategy to raise profits *providing DIY strategy kit for managers *distilling all essential strategic thinking since tech 1960s *providing a lively A-Z of strategy concepts, terms and techniques I penned this book to strip away the mysteries from strategy and explain in plain language how a successful business strategy can be developed. The books was intended to be a liberating experience for executives, and to show that developing strategy can be easy and fun as well as rewarding. Richard Koch