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What Is Strategy?

Most CEOs are aware of the importance of formulating a strategic plan within their business.

But what exactly is strategy? Wikipedia defines strategy as a “high level plan to achieve one or more goals under conditions of uncertainty”. Yet strategy is different from vision, mission, goals, priorities, and plans.

However, strategy is commonly misunderstood and often confused.  Sometimes it is used to denote importance or criticality, for example, a “strategic program.”

Other times, it may be used to convey an action plan—an organisation may say that their strategy is to launch a new key product.

However, for me the business strategy of a company provides the big picture that shows how all the individual activities are coordinated to achieve a desired long-term end result.

Whatever your business is I’m sure you have an objective, even if it’s to just survive and earn a level of profit. Equally I am sure that the daily tasks you do complete in the business make you believe that this will move closer to achieving your objective. The potential problem however is that the strategy you are following may not be correct if you haven’t gone through a considered process of gathering and analysing facts, opinions and trends.

Strategy planning should have a long-term view of the business (3+ years) and clarify and focus the unique position of the business relative to its competitors. Strategy needs to consider the opportunities and threats in the outside business world and the internal strengths and weaknesses of the business.

It is through the execution of preparing a strategy that the overall direction of the business is set and is why strategy is important. Ideally the output from a management strategic session should have several key deliverables:

  • Clear definition on the key business intent over the long-term.
  • Clear, concise and compelling actions expressed through a strategic plan and roadmap. Visualisation of the strategy helps to articulate and aid internal communication throughout the business, and should align the strategy with objectives and measurements. To help plan the strategy the practice of developing strategy maps has a vital role to play.

To check if your business has a current viable strategy in place then see if you can answer the following 3 questions:

  • Where are we going?
  • Why are we going there?
  • What’s my role?

If you believe you can answer the questions then you’re probably on the right road, if not, consider getting your team together and tackling the long-term challenge for your business and putting a strategy in place.


Find out more about Barvas, a visual and collaborative tool to help capture ideas, determine and prioritise what needs done and stay organised during delivery




About Ashley Marron

Ashley Marron
Ashley Marron is a Scottish based CEO with a proven record of creating and growing both manufacturing and software businesses in domestic and international markets. Ashley has been a CEO for over 20 years initially within the hugely competitive manufacturing domain before moving to Gael to manage the team that propelled the growth of the software business. Gael specialised in providing Quality, Safety and Risk solutions for Aviation, Healthcare, Defence and Manufacturing organisations across 93 countries. Following the sale of Gael to Ideagen plc he then moved to focus his attention on developing MindGenius Ltd as a leading player in Project Management solutions, contributing to the strategic development of a new application called Barvas. Barvas is a visual and collaborative tool that helps teams capture ideas, determine and prioritise what needs done and stay organised during project delivery.

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