Deliberate vs emergent strategy: A best of both world solution

Strategy theory is full of dichotomies, which might explain why there's no single accepted definition of what strategy is. One dichotomy is the twin illusion created by the sameness between deliberate vs. emergent strategy. Although diametrically opposed, both hold validity at the same time. The SMI developed a definition of strategy which we think blends the best of both worlds, it is grounded in the concept that we refer to as Third Wave Strategy. Here, strategy is treated as a dynamic system, subject to continual monitoring and renewal. In this format, deliberate plans can be established and expectations set. However, there is an expectation of change which is treated before things get out of hand, thereby reducing failure while maintaining credibility with those who would otherwise have been highly disgruntled.