What is the secret sauce that enables best-in- class companies such as Amazon and Southwest Airlines to maintain a sustainable competitive advantage? Why is value creation so elusive? How can small and middle market companies utilize strategic thinking and scenario planning to infiltrate and dominate new markets? Intended Consequences provides practical insights for executives who want to design their future, offering a compelling recipe for competitive advantage in the hyper-competitive marketplace. Intended Consequences challenges underlying assumptions about how strategy is formed and executed. Marc Emmer demonstrates how any organization can identify a compelling vision and align the daily activities of employees to the strategy leveraging tools such as scorecards and pay for performance systems.