Abstract
Managers come to their task with their frames of reference — certain assumptions — a mind set. They wish to be seen as rational and consistent; to live rent-free in their comfort zones. There is the lure of 'Social Proof'; to act like others placed in a similar situation. Deviance is seen as counter-cultural. This approach is no longer tenable; the antiquity of an error is no reason for its continuance. The entrepreneurial manager must move from the concept of 'fit' — resources to match objectives — to one of 'stretch', which argues for a misfit between strategy and resources; between funding and aspirations. One must do more with less.
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