when warren buffett backed the heinz–kraft merger, the bet looked bulletproof: scale, synergies, brand dominance.
the miss wasn't competition. it wasn't suppliers. it was the assumption that customer preferences were constant.
they weren't. buyers shifted to fresher, healthier, smaller brands. faster than the strategy could adapt.
5 forces described the industry.
but it didn't surface that critical assumption.
it didn't connect external shifts to product bets,
market choices, or capability investments.
but it didn't surface that critical assumption.
it didn't connect external shifts to product bets,
market choices, or capability investments.
strategy only lives in the integration. assumptions → choices → actions → tests. without that connected line of logic, even the smartest investors can get blindsided.
assumptions → choices → actions → tests
move™ makes assumptions visible. it ties them to explicit choices. it adapts as trends shift, with executives making the calls and ai accelerating the process.
strategy isn't analysis.
it's the hard choices you walk out with.
and you know why.
it's the hard choices you walk out with.
and you know why.