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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Al Ries
Ivory Tower, Towers, Mud
Al Ries, Jack Trout (2006). “Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition”, McGraw Hill Professional
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.