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In many companies, strategy making is an elitist procedure and "strategy" consists of nothing more than following the industry''s rules. But more and more companies, intent on overturning the industrial order, are reviewing those rules. What can industry incumbents do? Either surrender the future to revolutionary challengers or revolutionize the way their companies create strategy. What is needed is not a tweak to the traditional strategic-planning process, but a new philosophical foundation: strategy is revolution. The author offers ten principles to help a company think about the challenge of creating truly revolutionary strategies.