The great German politician, the Bavarian Franz Josef Strauß, once said, “Anyone married to the spirit of age today, is widowed tomorrow.”

Strategies influenced by the spirit of age live a short life. He, who says that a critical attitude towards the spirit of age is destroying opportunities, is mistaken. The opposite is the case when you take a look at the values, material and immaterial, which are lost daily due to people ignoring essentials and lasting values. In the economy we are moving in so called processes of reorganization; which at closer examination turn out to be desperate attempts to correct things that went wrong.

Indeed, the times we live in require the ability to adapt businesses continuously to the changes to avoid being left behind. But that requires more than drifting from day to day. However, how is it possible to always stay on top and lead without constantly being responsive to current events? The answer is as clear as spring water: By looking less left and right; not continuously concerning yourself with others, but making your own way. Well marked with clear strategies, whose basic principals are a sense of values, discipline, enthusiasm, knowledge and truthfulness.

The spirit of age confuses, it is neither honest nor realistic. It is poor in values and rich in falsities. It is unaccountable, has no conscience. It is prancing on the surface, has no depth. So, how could the spirit of age be helpful, when it is all about accomplishing a masterly performance? The spirit of age is no help; it is rather a thief robbing us of our powers. This is why it needs to be ignored.

The only thing mentioned in strategies in regards to spirit of age should be a warning not to submit to it. We call ourselves ‘unswayed by the winds of fashion’. And we put this principle into all of our strategies, which we design and to which we contribute.