HBR.ORGNOVEMBER–DECEMBER2017DOUBLEISSUEMANAGEMENT46WhyYourCompanyNeedsanARStrategyMichaelE.PorterandJamesE.HeppelmannLEADERSHIP66TheBest-PerformingCEOsintheWorld2017editionORGANIZATIONS110StopDoublingDownonYourFailingStrategyFreekVermeulenandNiroSivanathanMANAGINGYOURSELF150AreYouSuitedforaStart-Up?JeffreyBussgangLAUNCHINGSUCCESSFULLEADERSHOWTOMAKESUREYOURMOSTPROMISINGPEOPLEREACHTHEIRHIGHESTPOTENTIALPAGE86Portofinosmeg.com��������������������������������������������������������������NOWYOUCANLOSEYOURRECEIPTSEVENFASTER.TRAVELANDEXPENSESARELIVE.Maketheexpenseprocesspainlessforbusinessandtraveleralike.Concur’slive,intuitiveexpensereports���������������������������Whilegivingbusinessesalivelookatexactlywhereandhow���������������������������sap.com/livebusiness46STRATEGYWHYEVERYORGANIZATIONNEEDSANAUGMENTEDREALITYSTRATEGYARwillbecomethenewinterfacebetweenhumansandmachines.MichaelE.PorterandJamesE.Heppelmann58TECHNOLOGYHOWDOESAUGMENTEDREALITYWORK?Thekeyisadigitaltwin.MichaelE.PorterandJamesE.Heppelmann59DATAAUGMENTEDREALITYINTHEREALWORLDCompaniesareinvestingandtesting.HBReditors60PRACTITIONERVIEWONECOMPANY’SEXPERIENCEWITHARAconversationwithABB’schiefdigitalofficer,GuidoJouretGardinerMorse62PRODUCTDEVELOPMENTTHEBATTLEOFTHESMARTGLASSESMoneyispouringintodevelopment.MichaelE.PorterandJamesE.HeppelmannNOVEMBER–DECEMBER2017ILLUSTRATIONBYMAXHALEACHIN/BULLY!ENTERTAINMENTSPOTLIGHTAMANAGER’SGUIDETOAUGMENTEDREALITY45COVER:EDWARDSLATER/GETTYIMAGES;NASANOVEMBER–DECEMBER2017HARVARDBUSINESSREVIEW5CONNECTWITHHBRJOINUSONSOCIALMEDIACONTACTHBRWWW.HBR.ORGTWITTER@hbr,@HarvardBizFACEBOOKHBR,HarvardBusinessReviewLINKEDINHarvardBusinessReviewINSTAGRAMharvard_business_reviewPHONE800.988.0886EMAILcustomerservice@hbr.orgeditors@hbr.orgdesigners@hbr.orgpublishers@hbr.orgNOVEMBER–DECEMBER2017142LEADERSHIPTheBest-PerformingCEOsintheWorldHBR’sannualranking66CHANGEMANAGEMENTWhat...
