Simplicity and strategic streamlining are vastly overrated, and can lead companies to neglect some of their core competitive strengths, write Greg Kesler and Amy Kates. Global consumers make complex and often contradictory demands of companies, and it's usually better to address each of their demands directly rather than to try to find a one-size-fits-all solution. "When there is no tension among businesses and functions and geographies there's a good chance value is being left on the table somewhere," Kesler and Kates write.

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