Strategic orthodoxy is rightly about focus, alignment, and tough choices. Trying to achieve incompatible goals can lead to tensions, contradictions, and loss of advantage. Yet, the rules of competition are changing. There is a select group of companies around the world that have managed to transcend conventional categories and contradictions to develop strategies that deliver competitive advantage and outstanding performance. We call these "Janus strategies", after the Roman god Janus who surveys two or more directions simultaneously.
Join Professor of Strategy, Loizos Heracleous, to explore the building blocks through which these organisations have realised these paradoxical strategies.