We live in a world of constant turbulence. Yet the fundamentals of strategy endure. The context changes, but the concepts remain the same. Companies that outgrow and outearn their peers live by five enduring principles:

• You can’t win unless you master the rules of the game.
• Leadership economics are worth fighting for.
• Profit pools don’t stand still, and neither should you.
• When in doubt, focus on the customer.
• Strategy is about making things happen.

Strategy is a big, broad topic, and we won’t pretend that these five beliefs are all you need to know. But these themes guide our strategy work and our clients who achieve breakthrough results. Sustainable, profitable growth is hard—but we can help.