“Strategy is not a lengthy action plan. It is the evolution of a central idea through continually changing circumstances.”
In a business environment of increasing volatility, uncertainty, complexity and ambiguity, strategy development is not something you do once and follow the plan for the next five years. A lot of things may cause the business environment to change. That forces you to adapt your strategy accordingly. So you will want to visit this region “Evolving Strategy” more often.
Strategy needs to be a continuous process of discovery, execution, reflection and alignment. The ultimate goal is to not only adapt to the change, but also take advantage of it.