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How buzzwords and CEOs are misleading the true meaning of strategy. BY RHYS HILLMAN, DIGITAL STRATEGIST AT GPY&R MELBOURNE THAT’S NOT STRATEGY!

That's Not Strategy!

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How buzzwords and CEOs are misleading the true meaning of strategy.BY RHYS HILLMAN, DIGITAL STRATEGIST AT GPY&R MELBOURNE

THAT’SNOTSTRATEGY!

IN YOUR MIND, WHAT’S STRATEGY?...

MARK ZUCKERBERG ON FACEBOOK MOBILE STRATEGY

Build a system which is as deeply as possible integrated into every major

device that people want to use.“ ”

MARK ZUCKERBERG ON FACEBOOK MOBILE STRATEGY

Build a system which is as deeply as possible integrated into every major

device that people want to use.

”NOPE“

WHAT’S WRONG WITH THIS STRATEGY?

STATEMENTS LIKE THIS ARE, GOALS, VISIONS, AMBITIONS, IDEALS - THEY ARE NOT STRATEGIC.

LEADERS OF ORGANISATIONS LOVE TO TALK ‘STRATEGIC THINKING’.

BUT MANY OF THEM SEEM TO HAVE FORGOTTEN THE DIFFERENCE BETWEEN ‘AMBITIONS’ AND AN ACTUAL STRATEGIC APPROACH.

Pivot back to the economy.

Improving the economy and creating jobs.

“ ”

Politicians are huge offenders for touting ambitions and then calling them Strategy.

“How am I going to address the obstacles required to attain my

ambition?”

This Slideshare is going to get 1,000,000 views

REAL STRATEGY IS NOT JUST THE AMBITION TO PERFORM.

“ ”THIS IS THE STRATEGY!

SO IF GROWING MY BUDGET BY EOFY ISN’T A STRATEGY WHAT IS?

DIAGNOSIS

GUIDING POLICY

COHERENT ACTIONS

How are you going to approach the challenge to best overcome it?

Next steps, do you need more resources, greater investment, do you strike now or wait?

What are the main obstacles, challenges and issues facing your organisation?

Strategy is a creative act and the way to produce good strategy is

go beyond basic analysis to creatively integrate your choices concerning where you play and

how you propose to win.ROGER MARTIN ON STRATEGY

“ ”

Good strategy is rare because it requires leaders to make a choice,

and say not too many things in order to say yes to a very specific thing.

Good strategy coordinates efforts and has a thesis that may or may not

be right, but forces the organisation to move in a particular way. Many times leaders are unwilling to take a stand or can’t get everyone to agree on one

approach

RICHARD RUMELT ON STRATEGY

“ ”

Good strategy is rare because it requires leaders to make a choice,

and say not too many things in order to say yes to a very specific thing.

Good strategy coordinates efforts and has a thesis that may or may not

be right, but forces the organisation to move in a particular way. Many times leaders are unwilling to take a stand or can’t get everyone to agree on one

approach

RICHARD RUMELT ON STRATEGY ”FYI, GO BUY THIS DUDES BOOK ASAP.http://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239

NEXT STEPS?Deep Dive into your brand/product/creative/business model.

Set yourself some serious relevant ambitions.

Analyse the ‘what/where/why/how’ that will effect your strategy to success.

Show Patience. Wait for your opportunity.

AND DON’T CALL A GOAL YOUR ‘STRATEGY’...

COME CHAT STRATEGY

WITH MEWWW.TWITTER.COM/RHYSHILLMAN