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Radical views are what are needed in order to find and establish new marketplaces. He uses examples such as The Body Shop, Ikea, and Dell.
The attributes for strategy can be summarized as imagination, subversion and power to the people. Essentially these summarized the notion that strategy comes from across the business not the top...indeed the upper echelons are singularly ill placed to develop strategy when radical thinking is required as they are so invested in the status quo. The subversive element is to signify the need to question the norms, challenge the status quo. Hamel sees imagination as a key element to successful strategy development - one must be able to imagine different worlds, different futures and different pathways to really be able to radicalize thinking...
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