Strategic Planning — Forward in Reverse?

Most companies select goals that are too short term. It is almost impossible for a company to create a truly sustainable competitive advantage — one that is highly difficult for its competitors to copy — in just five to ten years (the time frame that most companies use). Goals that can be achieved within five years are usually either too easy or based on buying and selling something. Anything that a company can buy or sell, however, is probably available for purchase or sale by its competitors as well.