Summary of Zig-Zag and the Art of Strategic Creativity

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Zig-Zag and the Art of Strategic Creativity summary

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In a business environment rife with disruption and rich in opportunities, organizational rigidity hamstrings responsiveness. Instead, a willingness to rethink the organization from the ground up can enable transformation that reveals new territories for expansion and innovation. Citing paradigm shifts at Michelin, Amazon and Ciba Vision in their concise and convincing article, experts at the Boston Consulting Group urge leaders to undertake periodic shake-ups that can generate fresh growth.

About the Authors

Luc de Brabandere is a senior adviser, Nicolas Kachaner is a managing director and senior partner, Alan Iny is a partner and associate director, and Sarah Sonnenfeld was a general manager at the Boston Consulting Group.


“Zig-zagging” means fueling innovation by periodically rethinking your organization’s paradigm.

In today’s disruptive business environment, rigidity stymies growth. Shaking up the status quo can revitalize an organization and reveal new fields of opportunity for innovation and expansion. When competition from Johnson & Johnson threatened Ciba Vision’s profitability, Ciba Vision zagged. It reimagined its corporate mission – enlarging it to encompass lifelong ocular health – and introduced a drug to treat macular degeneration. This transformation...

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