Concept, Keyword or Bullshit?

Why “strategy” is so ambiguous and therefore risky

Photo by itay verchik on Unsplash

Roger Martin recently published an article about the many uses of the word “strategy”. I can’t express enough gratitude to him for always making clear what strategy actually is.

Roger points out that strategy is singular, a concept in organizations that make decisions under uncertainty, constraints, and competition. The organization can be a business or even a part of it. But “strategy” cannot be applied to every tiny step and part of it.

The three different meanings of “strategy”

We see an inflationary use of the word “strategy.” If this is the case, there must be a reason. I suspect that there are at least three different meanings and that the differences are intentionally meant to be fuzzy.

1. Strategy as a comprehensive, intelligent, well-thought-out concept for the development of a company (or a specific part of it). To have it is inevitable to be successful. To claim to have it is certainly a pleasure for the ego.
2. Strategy as a SEO keyword. It helps to be found on the internet and to appear bigger than someone is. I suppose any marketing agency that is able to design fancy ads and write some copy will continue announcing that they are a “brand strategy…