There is an interesting article about the terminology of strategy at strategy + business: How Leaders Mistake Execution for Strategy (and Why That Damages Both) by Ken Favaro. Its subtitle is When leaders substitute visions, missions, purposes, plans, or goals for the real work of strategy, they send their firms adrift. This article is exactly in line with my personal experience.
When I worked with managers from middle management up to senior executives in the process of strategy development, I often found that they have problems with the terminology of strategy. There seems to be a lack of clarity about the real meaning of terms like strategy, vision, mission, plan, strengths, opportunities and so on. Hence, a concept is used without proper understanding. A strategy that is developed on that basis is not a strategy but a compilation of thoughts and ideas labeled with some strategic terms. Not surprisingly, such a “strategy” will hardly deliver the expected results. Continue Reading →

