Great strategists say “no”

Abstract

Purpose – Discusses the importance of saying “no”. Design/methodology/approach – Outlines the author's view, informed by Michael Porter, that any great strategy begins with a clear list of things that one won't do. Findings – Opines that a “list of noes” is integral to a successful strategy, in reducing a customers choices in order to avoid decision paralysis. Originality/value – Utilizes the example of Sheena Iyengar and Mark Lepper's jame experiment, which found that the fewer choices a customer is presented with, the more likely they are to make a purchase.