Your strategy (probably) sucks

A strategy is not just a plan because, although the word “strategy” is by definition a noun (an artifact such as a document or presentation), in practice most people also use the word to refer to the process by which the strategy is created. In other words, people overload the meaning of the word “strategy” because they don’t distinguish the act of

A good strategy defines a critical challenge. What is more, it builds a bridge between that challenge and action, between desire and immediate objectives that lie within grasp. Thus, the objectives a good strategy sets should stand a good chance of being accomplished, given existing resources and competence.

Bad strategy tends to skip over pesky details such as problems. It ignores the power of choice and focus, trying instead to accommodate a multitude of conflicting demands and interests. Like a quarterback whose only advice to teammates is “Let’s win,” bad strategy covers up its failure to guide by embracing the language of broad goals, ambition, vi