To get a whole, exhaustive view about a complex issue as strategy.

Managers have to see it

through “strategy lenses” which offer three ways in which strategy can be developed and
managed within an organization. These lenses are:

• A design lens views strategy development as the deliberate positioning of the

organization through a logical, analytical, structured and directive processes led by top
management through careful and objective analysis and planning which help optimise
economic performance. Therefore, the strategy is an outcome of decisions about
positioning and repositioning of the organization in the fast-changing environment,
thus decisions about what the strategy should be are separate from the implementation
of that strategy.
• An experience lens views strategy as an outcome of individual experience and
organizational culture, which affect future strategic decisions through the adaptation
and amendment of past strategies to build a new efficient and healthy strategy.
Therefore a strategy is a result of a continuous incremental change in an already
existing strategy rather than a fundamental change. Looking through this lens help
comprehend the issues that influence decisions in a cultural context and managing
change.

• An idea lens shows that strategy is not always planned from the top; however, it is
emerging from ideas within and around the organization’s fast-changing environment.
Looking at strategy from this perspective explains why some organizations are more
innovative than others and gives tips about how to encourage innovation and new
ideas in organizations.

Finally, to form an efficient, healthy and successful strategy, managers are required to take the
previous three lenses into consideration, as they are complementary to one another and they
are all important to get a full clear picture of a sound strategy.