Milton Friedman famously opined that the firm’s social responsibility is to maximize its profits (while engaging in open, free, and fair competition). The role and conduct of organizations in society has fascinated me for decades. For example, I have referenced competition theory throughout my corporate and nonprofit executive and board roles. In 2020, early in my doctoral program at The University of Queensland, Australia, I refreshed my knowledge of this influential concept

In recent years I’ve noticed an emphasis on operational excellence. Maybe it’s just my exposure to the not-for-profit sector or a decade working with small to medium sized businesses? Or maybe it’s a newish focus across organisations. Whatever the case, I’m not convinced it’s the right focus. As much as I believe operational processes must be seamless and efficient, I’ve found time and again that the most successful organisations are those that embrace strategy – and I’m talk