nature, scale, and timing of change

There are two diagnostic questions that business leaders and their executive teams should use to assess the nature, scale, and timing of the change required in their specific context:

1. Is the strategy fit to purpose? This question establishes whether the current or proposed strategy is valued by an attractive and accessible audience — measured by size of market, willingness to pay, and business model appropriateness — and the level of resource outlay required to scale the strategy.
2. Can relative advantage be sustained? This question assesses whether the current or proposed strategy delivers meaningful differentiation — that is, a “difference that makes a difference” to the attractive, accessible audience — and the durability of the competitive advantage created by that difference.

"Changing How We Think About Change" by B. Tom Hunsaker, Richard Ettenson, and Jonathan Knowles. MITSloan Management Review. August 13, 2020.