Still, designing a successful strategy is not a science it is an art. It is the art of asking intelligent questions, of exploring possible answers, of experimenting with possible solutions, and of starting the thinking process all over again by questioning the answers arrived at a year or two before. Effective strategic thinking is the process of continually asking questions and thinking through the issues in a creative way. Thus, correctly formulating the questions is often more important than finding a "solution," thinking through an issue from a variety of angles is often more productive than collecting and analyzing unlimited data, and actually experimenting with new ideas is often more productive than conducting extensive analysis and discussion.