Full article at Rethink Your Strategy: An Urgent Memo to the CEO.

Much of the advice is generic, and requires much more work than the brief headlines suggest. It also implies undoing much of the foolish activity that firms engaged in during the boom – by cutting fringe activities, shedding marginal businesses, conserving cash. [Where was the advice on these basic principles over the last 4 years?]

Then, as I’ve argued before, look for M&A and other opportunities to rationalise competition to your own advantage – see more on pushing out rivals from chapter 7 of my book.