Demystifying strategy

Strategy is about choices – Making integrated, courageous, fact-based, long-term decisions, often involving trade-offs between what’s good and what’s best.
Choices create value – Strategy must focus on generating real, sustainable, unique, and customised value for those the organisation serves.
Targeting matters – Strategy requires identifying the highest-priority constituents, customers, or segments and making deliberate choices about who to serve and who not to serve.
Value delivery is central – Whether commercial or nonprofit, strategy must solve real needs and provide benefits that are meaningful, relevant, and sustainable over time.
Definition guides design – A strong strategy answers the questions of clear choices, value creation, and focused targeting, helping ensure the plan is robust and effective.