Learn what separates effective strategies from weak ones and how to craft focused, impactful plans for success.
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Good Strategy Bad Strategy by Richard Rumelt dives into what constitutes effective strategy and the common pitfalls that lead to ineffective ones. Rumelt defines strategy as the application of strength to the most promising opportunities or critical challenges. The book illustrates the difference between good and bad strategy using vivid examples from business, politics, and history, while offering actionable frameworks for crafting better strategies.
Rumelt begins by highlighting that good strategy often surprises because most organisations fail to articulate one. Good strategy focuses on identifying critical challenges and creating a coordinated approach to address them. He recounts how Steve Jobs rescued Apple in the 1990s by simplifying its product line and focusing on the "next big thing."
Rumelt introduces the "kernel," the core of any good strategy, consisting of three parts:
By tying actions to an overarching policy rooted in a clear diagnosis, good strategy generates leverage and focus.
Bad strategy often disguises itself as lofty goals, vision statements, or a collection of unrelated initiatives. Rumelt identifies hallmarks of bad strategy:
Good strategy identifies "pivot points" where focused effort can have an outsized impact. Rumelt cites Toyota's anticipation of the oil crisis, allowing it to dominate the market with fuel-efficient cars. Effective strategy leverages critical strengths to address challenges or seize opportunities.
A good strategy often includes a "proximate objective"—a target within immediate reach that moves the organisation toward its broader goal. Rumelt highlights John F. Kennedy's moonshot goal as a proximate objective designed to inspire focus and action.
Rumelt discusses how some systems, like manufacturing or education, are only as strong as their weakest link. Good strategy identifies and addresses these weak links to ensure the system functions effectively.
Rumelt describes how viewing challenges from a different perspective can uncover new opportunities. For example, Sam Walton's decision to prioritise rural markets allowed Walmart to bypass urban competition and grow into a retail giant.
Good strategy requires focus and coherence. By concentrating resources on the most impactful areas, leaders can generate extraordinary results. Rumelt contrasts this with organisations that spread themselves too thin, diluting their effectiveness.
Good strategy involves the deliberate design of actions that work together to achieve a goal. Rumelt likens it to architecture, where each element must serve the whole structure. He uses the U.S. military’s Gulf War strategy as an example of coherence and planning.
Rumelt concludes that strategy is not synonymous with ambition or leadership. It is a process of diagnosing challenges, creating a guiding policy, and executing coherent actions. This disciplined approach sets successful organisations apart.
Good Strategy Bad Strategy is an essential guide for leaders and professionals seeking to craft meaningful, impactful strategies.
I’ve helped B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 15 years of hands-on experience — helping teams move from random tactics to repeatable, scalable results.
15 years experience
1,500 marketers trained since 2015
Exited 6 companies
Stone & Tile Company
The Talent Institute
Nestmanager
Strategiefabriek
Easy Ergonomics
Transpack Packaging
Booomtag
Cortazu
Springlab
Founders
Klup
Kees de Boekhouder
Amberscript
Bridgefund
Snappcar
Mooie Boules
Yaya
Ligo
SOPHIA MAE
Decathlon
NU
Friesland Campina
My name is Ewoud Uphof, a marketing strategist with 15 years of experience. I've been fascinated by growth since 2010, and I created this guide out of a passion for sharing what I've learned. These guides are a way for me to give back to the marketing community and are also linked to my video course, which covers these topics in even greater depth.
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Learn what separates effective strategies from weak ones and how to craft focused, impactful plans for success.