Motivation

What is strategy? In the dictionary it is a noun defined as the science and the art of using all the forces of a nation to execute approved plans as effectively as possible. In today's business world it seems like executives use this word to emphasis the importance of what is being said. Do they have a clear idea of what strategy is? Do people know the difference between components of strategy and strategy itself?

John G. Singer's article What Strategy is Not outlines what he believes does not constitue as strategy, in turn giving a better insight to what strategy actually is. Strategy is not technology alone. Sooner or later everyone will have access to the same technology. The strategy lies within concept driven innovation. He states that strategy is not the internet. It is a strand but not a stand alone strategic idea. Strategy is not a spin. I like this one the most. Instead of taking old ideas and changing their shape and texture, come up with new ideas that go against the experiences people have had so far. People matter now as much as before. There limitations uncertanities and complexity should be built into a strategic plan and should not be taken out by technology.

He cites the pharma industry as an example of mistaking components of strategy as strategy itself. The lack of big picture thinking by pharmaceutical company paying $5 billion dollars a year on direct consumer advertising has put them under scrunitity and sanction. While sales might have gone up, nearly every major drug company is facing investigations at the federal and state level. John Singer describes this as tactical success and not successful strategic performance.

While this strategy might not work for the pharma industry