A concise plan that draws a unique path to achieve a specific goal, often with an element of surprise.
Strategy can be distilled into a sentence or two. It’s not about elaborate schemes but about crystallizing a clear, actionable direction.
It doesn’t change as time passes, but it can be adapted by implementing different tactics.
The power of a good strategy lies in its ability to surprise. In a landscape where everyone is pushing their own strategies, whether they have them or not. Therefore, the element of surprise becomes a crucial differentiator.
This element of surprise could manifest in various ways:
- Entering markets through unexpected channels
- Combining resources or capabilities in novel ways
- Redefining customer experiences
- Disrupting traditional business models
- Introducing new technologies
Strategy and positioning can overlap quite a lot. In fact, you could say they are interchangeable. They’re both artefacts to keep you unique.
In essence, strategy is about making clear choices – not just about what to do, but equally about what not to do. It’s about focusing resources on the few critical areas that will make the most significant impact.
As you create your strategy, challenge yourself: Can you articulate it in a sentence? Does it have an element that will cause surprise in your industry? If so, you’re on the right track to a strategy that’s not just a plan, but a powerful tool for success.