By @SimonCocking review of Strategy Plain and Simple: 3 steps to building a successful strategy for your startup or growing business by Vaughan Evans available from Amazon here.

Strategy Plain and Simple’s uniquely powerful, successful and practical framework will show you how to quickly develop a strategy to get your business from where it is today to where you want it to be tomorrow.

 With vivid examples, practical solutions and a jargon-free approach, Vaughan Evans cuts to the very essence of what you need to know about strategy,  simplifying it for anyone wanting to guide their business to success.

He sets out a plain, simple, 3-step process:

·    Understand your market – how to forecast demand and supply.

·    Gain competitive advantage – how to target the strategic gap and bridge it.

·    Managing business risk – how to balance risk and opportunity.

This is a book that pretty much does what it says on the tin. For the price that it is, and the length that it is, it’s a good thing to have in your pocket for a flight or even a bus ride. You will still learn from it, get some useful insights and if you can apply them to your business then it will have been money well spent. As an ICO advisor now a lot of the advice you give to people is about being logical, consistent, having a strategy and executing on it. Not everything will go your way, as much as you might like, but being able to roll with this, and having other ideas, approaches, and a willingness to iterate and adapt fast will all help you.

Some elements of this book will resonate more or less with you at any given time, but that is as it should be, because that is the nature of being strategic, that you are adaptable, flexible and able to identify when things are not working.

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