Five tips for thinking boldly and strategically

• Identify pockets of excellence within the university (and outside the university) and determine what you can learn from them. In the 1970s, shampoo companies’ response to the goal of doubling shampoo sales was simply to add the following instructions to the back of their products: “Wash. Rinse. Repeat.”

• Create ideas using your imagination, free from anticipated barriers. Vice President George Ross asks his staff the question: What would you do if you couldn’t fail?

• Apply your own experience and learning, and look for answers and examples in places other than the business environment.

• Understand that strategy is about differentiating yourself from your competitors in ways that your customers value. Strategy is about using institutional resources – time, talent, and funding – to achieve a larger vision.

• In business, a breakaway strategy is something your competitors cannot imagine doing, but it is valued by the marketplace. It may make you nervous or worry your competitors, because it goes against the grain of the status quo. Don’t shy away from these ideas.