Chances are the strategies that worked well for you even a few years ago
no longer deliver the results you need. Dramatic changes in business
have unearthed a major gap between traditional approaches to strategy
and the way the real world works now. In short, strategy is stuck. Most
leaders are using frameworks that were designed for a different era of
business and based on a single dominant idea—that the purpose of
strategy is to achieve a sustainable competitive advantage. Once the
premise on which all strategies were built, this idea is increasingly
irrelevant.

Now, Columbia Business School professor and globally recognized strategy
expert Rita Gunther McGrath argues that it’s time to go beyond the very
concept of sustainable competitive advantage. Instead, organizations
need to forge a new path to winning: capturing opportunities fast,
exploiting them decisively, and moving on even before they are
exhausted. She shows how to do this with a new set of practices based on
the notion of transient competitive advantage.