For a long time, mainstream strategy thinking says a company should seek an advantaged position in their industry based on their core competences and that would be fine. End of story. Some people call this holy grail “Positioning.” But is it? Business is always dynamic. That a static positioning that can guarantee a long-term success doesn’t make much sense. This limitation is exemplified by the increasingly fast speed, high volatility and heightened uncertainty of the operating environment. And industry boundary is constantly being redefined. So today’s strategy must be dynamic in nature and should be based on a continuous balance between opportunities and capabilities; chaos and structure; self-built and collaborative partnerships. A corporate leader’s job is to ensure that the right balance can be made along the way with the right rhythm.