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ByClaire Fuller |FundraisingMarketingNewsSocial Media |25 April 2016
When it comes to planning any sort of strategy for your organisation, it’s important to start at the beginning of the process by ensuring you know what a strategy is and why you need one. This is often a stumbling block as few people know what strategy really is.
What is strategy?
Strategy can often be confused with tactics, goals and even actions. It takes its origins from the early 19thCentury: from the French stratégie, from Greek stratēgia “generalship” and from stratēgos which refer to military ploys and deployment of troops.
TheOxford Dictionarydefines strategy as:
- “A plan of action designed to achieve along-termoroverallaim”
- “The art ofplanninganddirectingoverallmilitaryoperationsand movements in a war or battle”
More recently adopted by business,here are a few helpful definitions of strategy:
“Strategy refers to basic directional decisions, that is, to purposes and missions. Strategy consists of the important actions necessary to realize these directions.”George Steiner
Author ofThe Rise and Fall of Strategic Planning,Henry Mintzbergobserved that people use strategy in several different ways, including:
- Strategy is a plan, a “how,” a means of getting from here to there
- Strategy is a patternin actions over time; for example, a company that regularly markets very expensive products is using a “high end” strategy
- Strategy is position; that is, it reflects decisions to offer particular products or services in particular markets
- Strategy is perspective, that is, vision and direction
And businessstrategy guru Michael Porterdefines ‘competitive strategy’ as,“deliberately choosing a different set of activities to deliver a unique mix of value.” And as“a combination of the ends (goals) for which the firm is striving and the means (policies) by which it is seeking to get there.”
So, strategy is a combination of plan, position and perspective –Strategy is the route by which the gap between means and ends are bridged.
Strategy – a simple definition
Given the varied elements that make strategy what it is, a simple definition is not easy (or comprehensive) but, it is helpful when preparing to think strategically and formulate approaches to marketing, fundraising or business. So, tostand on the shoulders ofacademic giants(somewhat precariously!)here’s oursimple definition of strategy:
- The intentional means through which one seeks to achieve a set of objectives, guided bya particular vision and direction
If you want to know more about strategic thinking and for advice with identifying goals and defining your strategy pleasecontact Philnow.
(Content from previous Yeomans Blog post “What is Strategy” (first published 03/01/12))
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I'm thrilled to dive into this article about strategy, especially since it aligns with my area of expertise. Now, let's break down the key concepts mentioned.
Firstly, the article emphasizes the importance of understanding what strategy is and why it's essential for organizations. The author notes that people often confuse strategy with tactics, goals, and actions. To dispel this confusion, they trace the origins of the term "strategy" back to the early 19th century, derived from the French stratégie and Greek stratēgia, meaning "generalship" and involving military ploys and troop deployment.
The Oxford Dictionary is referenced to provide a comprehensive definition of strategy, stating that it is "a plan of action designed to achieve a long-term or overall aim" and also involves the art of planning and directing overall military operations. Business adaptations of this concept are then introduced.
Several definitions of strategy are presented, including George Steiner's observation that strategy is about basic directional decisions and Henry Mintzberg's perspective that it can be a plan, a pattern in actions over time, a position, or a perspective. Michael Porter's definition of 'competitive strategy' is also brought into the mix, highlighting the intentional choice of different activities to deliver a unique mix of value.
Finally, the article offers its simple definition of strategy as "the intentional means through which one seeks to achieve a set of objectives, guided by a particular vision and direction." This definition is presented as a helpful tool for thinking strategically and formulating approaches in marketing, fundraising, or business.
This comprehensive breakdown showcases the depth of knowledge in the article and the author's understanding of strategy from historical, military, and business perspectives. If you have any questions or want to explore specific aspects further, feel free to ask!