A.G. Lafley : Too many times, people can get caught up in aspiration and inspiration and frankly, never take their strategy work any further. We call this common mistake dreams that never come true. So they gather the team together, they may even gather the organization together, and they talk about some high-level, inspiring aspiration or goal. And then they leave it there.
No choices are ever made about where to play. They never get to a conversation of how they're possibly going to win where they're going to play. They don't ever talk about activities or core competencies. And god forbid that they'd have management systems to guide all of this. When you stop at the dream and you don't put it into best strategic practice, it's highly unlikely that that dream will ever come true.