Why Being Unpredictable Is a Bad Strategy
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February 16, 2017Keeping secrets can protect your business’s competitive advantage. For instance, just ask KFC or Coca-Cola for their secret recipe, and you’ll hear laughter from everyone within the company. However, secrecy is not the same thing as unpredictability. Secrecy creates an incentive to invest in assets, especially intellectual ones. Unpredictability bluffs, postures, and palters to gain advantage through uncertainty and misdirection. Unpredictability can put another party off-balance. However, the risks of unpredictability include that it is expensive, can backfire, and may lead you off-course.