we talk about strategies, but more than often we fail to define what is strategy. Here is a short compilation of different ways to look at what strategy is

1. DIFFERENT
WAYS TO
DEFINE
STRATEGY
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2. strategy exists on so many levels: account planning
in advertising, brand strategy on brand level,
marketing, business, corporate strategies on their
respective levels

3. and yet there is no single way
to define what strategy is in
the business world

4. …the topic of strategy can not be
explained as a set of straightforward
definitions and rules to be memorized and
applied. The strongly conflicting views mean
that strategy can not be summarized into
broadly agreed on definitions, rules, matrices
and flow diagrams that one must simply
absorb and learn to use.
BOB DE WIT and RON MEYER
Strategy: process, content, context

5. so let’s take a look at different
way to think about strategy

6. POINT OF VIEW
STRATEGY AS…

7. STRATEGY AS…
“The creation of new strengths through
subtle shifts in viewpoint. An insightful
reframing of a competitive situation can
create whole new patterns of advantage
and weakness. The most powerful
strategies arise from such game-
changing insights”
RICHARD RUMELT Good Strategy, Bad Strategy
POINT OF VIEW
Richard Rumelt defines strategy not only something that
can be created by direct effort, but something that can be
discovered by changing the perspective.

8. REFRAME
FOR WHOLE NEW PATTERNS
OF ADVANTAGE AND
WEAKNESS
RICHARD RUMELT

9. DISCOVERY
STRATEGY AS…

10. STRATEGY AS…
“Strategising is therefore a discovery
process, where the game is won by those
who acquire sense and discard nonsense
faster than their rivals.”
JULES GODDARD and Tonny Eccles
Uncommon Sense, Common Nonsense
DISCOVERY
Richard Rumelt defines strategy not only something that
can be created by direct effort, but something that can be
discovered by changing the perspective.

11. DISCOVER
SENSE AND DISCARD
NONSENSE
JULES GODDARD
and Tonny Eccles

12. DIRECTION
STRATEGY AS…

13. A good strategy has an essential logical
structure that I call the kernel. The kernel of a
strategy contains three elements: a diagnosis,
a guiding policy, and coherent action. The
guiding policy specifies the approach to
dealing with the obstacles called out in the
diagnosis. It is like a signpost, marking the
direction forward but not defining the details
of the trip.
RICHARD RUMELT
Good strategy, bad strategy
DIRECTION
STRATEGY AS…
Direction works as a guiding principle that helps to unite and
co-ordinate all the elements that fall under strategic actions

14. PUT UP A SIGNPOST
A KERNEL THAT OUTLINES
DIAGNOSIS, A GUIDING POLICY AND
COHERENT ACTION
RICHARD RUMELT

15. LINK
STRATEGY AS…

16. Strategy is a link between firm and its
environment
ROBERT M. GRANT
Contemporary Strategy Analysis
LINK
STRATEGY AS…
MARTIN REEVES
Your Strategy Needs a Strategy
Your environment dictates your approach to strategy.
You need to assess the environment and then match
and apply the appropriate approach. But how do you
characterize the business environment, and how do
you choose which approach to strategy is best suited
to the job of defining a winning course of action

17. CREATE A LINK
BETWEEN THE ENVIRONMENT AND
THE COMPANY OR BUSINESS
ROBERT M. GRANT and
MARTIN REEVES

18. PATTERN
STRATEGY AS…

19. Strategy is the pattern of objectives,
purposes, or goals and the major policies
and plans for achieving these goals,
stated in such a way as to define what
business the company is in or is to be in
and the kind of company it is or is to be.
KENNETH ANDREWS
The Concept of Corporate Strategy
PATTERN
STRATEGY AS…
Strategy can be defined as a system where different areas
are clearly defined in relationship with each other and form
a unified picture

20. WEAVE A
PATTERN
OF PURPOSES, OBJECTIVES AND
GOALS
KENNETH ANDREWS

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