I’ll be the first to admit I’m still learning, but like any PR professional, I want to deliver the most thorough work to my client. While writing a strategy report this week, I started searching for a definition. I wanted a black and white definition for strategy. What I learned, is it all depends on the value proposition for your target audience.
Strategy is a term that comes from the Greek, strategia, meaning generalship. In the military, strategy often refers to maneuvering troops into position before the enemy is actually engaged. In basketball, strategy is about playing the right shots, tactics, on the other hand, is playing the shots right.
George Steiner’s book, Strategic Planning, is said to be a Bible when it comes to strategy. But he’s the first to point out that there is very little agreement as to the meaning of strategy in the business world. And that’s exactly what I found. Although the definitions I came across may vary dramatically, the general points were always there.
In The Art of War for Women, chin-ning chu says that before you can understand the opposition, you have to understand yourself. The book says we filter information about our opposition through our own lens and if you don’t know yourself, all the information will be filtered improperly. I liked that.
But my favorite example, and the one I’m going to stick with, came from Henry Mintzberg, in his 1994 book The Rise and Fall of Strategic Planning. He says it best: strategy is a means of getting from here to there, a pattern of actions over time, a position that reflects decision to offer particular products in particular markets, and finally, a perspective, vision and direction.
Strategic thinking is a means, pattern, position and perspective. I couldn’t have said it better.
My favorite description right now for strategy comes from David Maister’s forthcoming book, Strategy and the Fat Smoker. Maister says, “Strategy is the diet, not the goal.” He points out that we often know where we want to be (thinner, healthier, whatever), but that we have to focus on the diet, the strategy, to get there.
Your list is pretty great too, Michele. Thanks for sharing it.
Why “The Art of War for Women”? Sun-Tzu said the very same thing to a far more generalized audience.
Nothing on you – I just don’t understand why so many people feel a need to re-think a classic.
I actually came across something on Strategy and the Fat Smoker. I loved the title. The diet, not the goal, is a good one, I like it. Thanks for telling me about it.
Maybe cause it’s geared toward women makes me more compelled…
Hey Geoff,
While the definition is easy, you might consider looking into IABC to deepen your knowledge base for the application of strategic communication. As an accreditation examiner, I’ve come to learn that many understand the definition but do not always apply it correctly. While I have not read the newest edition, The IABC Handbook of Organizational Communication is usually a good place to start.
Best,
Rich
I was going to recommend David Maister’s book too, but Chris beat me too it. It is an excellent one though! It’ll be out after the new year.
Just wanted to add a quick apology for misidentifying the author.
Sorry Michele! I should have known by the style alone. Best, Rich