Strategy is an often misunderstood and underutilized thing. More frequently than not, strategy becomes either a list of goals or a conglomeration of tactics called "a strategy". I've heard organizations say that strategy is a waste of time. I've also heard that it's "too complicated" or that "it doesn't add value, as things change all the time".

The problem is that too many strategies are garbage. Too tactical, too ethereal, too vague, too narrow, or just plain unwieldy. It's not that a strategy is bad, it's how we go about creating an organizational strategy that needs to change - dramatically. It's not about using a template or having it all on 2 or 3 pages, but about approaching strategy creation in a clearer and more digestible way.

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