Even in less extreme cases, there are still situations where leaders fail to see new trends and opportunities for growth.
Blockbuster is a great example of a company that had the wrong goal in mind. They were so hyper focused on putting a video rental store in every neighborhood that they failed to see the potential opportunity in digital streaming services.
Netflix, on the other hand, did an excellent job seeing that opportunity and successfully transformed from the DVD rental by mail service to the popular digital streaming service consumers love today.
There's always the risk that either you’re pursuing the wrong destination or the wrong means to get there. And what do you do then? You have the opportunity to say, “Maybe I shouldn't be 100% strategic.”
Often, mistakes and variability promote evolution and growth in a company, so it’s important to determine what percentage of your business should be based on strategy and what percentage should be based on trying new and different things which may not align with the current official strategy.