For the past couple of days I’ve been wracking my brain around the word “strategy” and what people think it is and what they are getting when they ask for one. What do we define as a strategy these days?

Too often, it seems, it is this BIG IDEA. Something amazing that, most often, non-business people have come up with that makes their brand, product, service, company, etc stand out. Additionally, this is often a short term plan, or campaign as we like to call it, with a short term live span. Excuse my cynicism here but just putting it out there as I see it at the moment. If you think I am wrong, which I might well be, please drop me a comment and prove me wrong. There’s nothing nicer than a good debate on a Thursday evening.

Anywho…getting back to my point. What is a strategy really? What does it entail? What is it made up of? And can we still base it on the old text books we read in university many moons ago?

I did some reading on Wikipedia and got the following:

A Strategy is

“A high level plan to achieve one or more goals under conditions of uncertainty.”

“Strategy generally involves setting goals, determining actions to achieve the goals, and mobilizing resources to execute the actions. A strategy describes how the ends (goals) will be achieved by the means (resources).”

“Strategy is about shaping the future” and is the human attempt to get to “desirable ends with available means”

And last but definitely not least:

“A system of finding, formulating, and developing a doctrine that will ensure long-term success if followed faithfully.”

(I took the sentences from this article that stood out the most for me.)

So what then, is strategy in this day and age?

Does every company, organisation, brand, product need one?

Does it need to cost you a fortune or is it something you can do in-house?

Is there such a thing as a fool proof strategy?


I  think I probably have the answers to most of these questions. But I wouldn’t be writing this article if I didn’t want other opinions, other views, different ideas.

Because that is the beauty of it all…sharing thoughts, ideas, suggestions, brain waves…Getting to see things from a different view point.


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