Nobody panics when things go according to plan. Even if the plan is horrifying!

Why is it important for strategy to question assumptions, beliefs, and actions? Lessons from The Joker and Steve Jobs

Apr 26, 2023

This is a quote from the Joker, the iconic villain from the movie The Dark Knight. He is a master of chaos, who disrupts the order of Gotham City with his unpredictable and violent actions.

But this quote also has a hidden lesson for strategy. Yes, you heard that right. Strategy, the art and science of making choices that position your organization for success.

The Joker means that people are used to following the status quo, the conventions, the expectations of their industry or society. They are comfortable with doing what everyone else is doing, even if it leads to mediocre results or worse.

But when someone breaks the rules, challenges the norms, or does something unexpected or unconventional, people panic. They don’t know how to react, how to cope, how to compete. They are thrown off balance, confused, and scared.

This is what strategy should do. It should shake things up, it should find or create the new game in town, the new way of playing and ultimately the new way of winning. It’s all about questioning assumptions, beliefs, and actions.

One example of an entrepreneur who followed this logic is Steve Jobs. He was famous for his vision and innovation, but also for his ruthless choices. He said no to many things that seemed promising or profitable at the time: floppy disks, Flash software, keyboards on smartphones, etc. He said yes to things that seemed crazy or impossible: a computer with a graphical user interface, an online music store, a phone without buttons, etc.

He created products that were different from anything else on the market. He made people think different: his competitors, his customers, his partners. He made them question their own plans and strategies. He made them want to be part of his plan.

And his plan was horrifying for some: he disrupted entire industries, he challenged powerful incumbents, he changed consumer behavior and expectations. But his plan was also exhilarating for others: he created loyal fans, he inspired new generations of entrepreneurs, he delivered superior value and returns.

The lesson

The lesson here is not that you should become a villain like the Joker or a disruptor like Steve Jobs. The lesson is that you should be strategic, which means being intentional, analytical, and creative about your choices. You should look for opportunities to do things differently, better, or cheaper than your rivals. You should leverage your strengths, mitigate your weaknesses, exploit your opportunities, and avoid your threats.

But you should also be mindful of the risks and trade-offs of your choices. You should anticipate the reactions and counteractions of your rivals, customers, regulators, and other stakeholders. You should be prepared to adjust your strategy as you learn from experience and feedback. And you should communicate your strategy clearly and convincingly to your team, investors, and partners, so that they can align their efforts and resources with yours.

In short, strategy is not about being chaotic or evil, but about being strategic. It’s about being bold, but also disciplined. It’s about being innovative, but also practical. It’s about being ambitious, but also humble. It’s about being a leader, but also a learner.

Do you agree or disagree with this perspective? Do you have any other examples of leaders who mastered strategy? Join the conversation!

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