Putting Strategy In It's Place

Consider these statements of strategy drawn from actual documents and announcements of several companies:

"Our strategy is to be the low-cost provider." "

We're pursuing a global strategy."

"The company's strategy is to integrate a set of regional acquisitions."

"Our strategy is to provide unrivaled customer service."

"Our strategic intent is to always be the first mover."

"Our strategy is to move from defense to industrial applications."

What do these grand declarations have in common?

Only that none of them is a strategy.

When executives call everything strategy and end up with a collection of strategies, they create confusion and undermine their own credibility.

In my Next Article I will be talking about the Major Elements of Strategy... stay tuned