Imagine someone crafting strategy. Craft evokes traditional skill, dedication, perfection through the mastery of detail. What springs to mind is not so much thinking and reason as involvement, a feeling of intimacy and harmony with the materials at hand, developed through long experience and commitment.
Like the potter, we sit between a past of corporate capabilities and a future of market opportunities. And we bring to our work an equally intimate knowledge of the materials at hand. That is the essence of crafting strategy.