" The major conclusion was that this group of firms was pursuing strategies with a long-term perspective on where they wanted to go, but also with the recognition that whatever they were doing today wasn’t going to drive their future growth. Interestingly, they had identified and implemented ways of combining tremendous internal stability while motivating tremendous external agility, particularly in terms of business models. "

― Rita Gunther McGrath , The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business