Trafford & Boggis: Know Your Default Future

(Bloomberg) -- Business leaders must confront their default future, decide what options are available and set the organisation on a trajectory towards a better future, according to David Trafford and Peter Boggis, authors of "Beyond Default". They told Daybreak Europe’s Markus Karlsson and Yousef Gamal El-Din that the reasoning behind the success of one organisation over another boils down to strategy. Boggis and Trafford added that CEO’s must be aware that: firstly, what has made a company successful in the past is not sufficient to guarantee success in the future; secondly, only when leaders understand the reason why a company is on a particular trajectory are they able to make informed decisions about what to do next.

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Running time 08:21

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