Most Businesses Should Neither “Pivot” Nor “Double Down”

In the third article of our “strategic management of change” series in MIT SMR, we share three key insights from research using the MADStrat framework – the proportion of businesses that should adopt change in the form of magnitude vs. activity vs. direction; the need to focus on being both relevant and distinctive; and the requirement to consider the perspective of multiple stakeholders in order to create strategies that are sustainable.