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Companies sometimes fail to take effective action even when they know what they should do. Recent research shows that this surprising situation is more common than one would expect. How can the track record of companies in achieving the outcomes targeted by manufacturing strategy be improved? This article proposes a set of eight principles to improve the chances of taking effective action to turn intentions into outcomes. Rooted in the literature, the principles have also surfaced in case baseddoi:10.7166/15-2-201 fatcat:s3fh7mvsirdfllxssci2lkgmde