[devoply]

It depends in some cases you can't be unpredictable to your competition without being unpredictable to everyone else. In other cases you can. Strategy is about knowing when you can and can't be unpredictable. It's fine to be unpredictable to make your competition think that you want a company when you don't, so they waste a bunch more money than they should in acquiring it. Not so with your next product.

[CarpetBench]

I don't disagree with you, but that isn't really what the article is saying. The article is all but making a blanket statement that "unpredictability = bad in any context":

> Behaving unpredictably with one group — customers, employees, competitors, suppliers, etc. — means exposing your unpredictability to all.