Abstract

This article applies the analytic rigor of philosophy to the vexed topic of business strategy, and uses the objective, public evidence of business strategy as an existence proof for the possibility of free will and purpose in the private realm of subjective intentionality. The first part distinguishes three types of intentionality in philosophy—purposive intentionality, referential intentionality, and the problematic intentionality of a godlike, miraculous “inner intender.” After rejecting this third type of intentionality, and noting that its rejection saves the first two types of intentionality from guilt by association, the second part draws parallels with three types of strategy in business: purposive, referential, and godlike. The first defines the goals and objectives of a company; the second picks out and targets consumers in market driven strategy; and the third, with the help of philosophical reflections, demands a rethinking of the function of leadership without reliance on a single, godlike leader. In the third part of this article, the existence proof from the public world of business is used to shed light on the possibility of intentionality in the private world of subjective intentionality. Finally, the article draws conclusions for its three audiences: for the philosophers, with credit to Nietzsche who saw it all, a greater clarity about intentionality and free will; for business people, greater clarity about the importance of purposiveness and strategic intent; and for business philosophers, a demonstration showing how—through strategy and intentionality—we can both create value and give meaning to the lives of our employees, ourselves, and our customers