HISTORY MATTERS: A COMPLEXITY VIEW OF STRATEGY

An anthropologist learns early to resist the lure of the “now” as the only reality worth studying. Cultures carry their past within them. Patterns of thought, the metaphors that shape our stories, the values that determine what we ignore and what we celebrate. These change far more slowly than market conditions. The same is true in organisations. Beneath the fresh branding and the new strategic frameworks, much of the underlying thinking is amazingly persistent. What changes most is the language in which it is dressed.