Debunking the Myths: Strategy is Not a Plan

When most people think of strategy, they often picture a comprehensive, static plan—a document brimming with timelines, milestones, and bullet-pointed action steps. It’s a comforting image. However, this conception of strategy is not only misleading but also counterproductive. In reality, effective strategy is far from being a one-time blueprint; it’s a dynamic and continuous process of understanding, experimenting, and adapting.

Myth 1: Strategy is a Fixed Plan

One of the most common misconceptions about strategy is that it’s synonymous with a detailed plan. While planning is a part of strategy, the two are not interchangeable. A plan outlines what you intend to do, but strategy is about making decisions under uncertainty, guided by a clear understanding of your environment and goals. As Dr. Jason Fox, author of How to Lead a Quest, argues, “Good strategy is less about having a static plan and more about fostering an adaptive, curious mindset.”

Plans, by their nature, are based on assumptions about the future—assumptions that may not hold true. Strategy, on the other hand, thrives in uncertainty by encouraging organisations to challenge their assumptions, question their mental models, and iterate based on what they learn.

Myth 2: Strategy is Linear

Another pervasive myth is that strategy follows a linear process: analyze, decide, execute. In practice, strategy is iterative and non-linear. JP Castlin, a thought leader in strategy, emphasises that good strategy involves continuous loops of sense-making and action. It’s about reviewing your environment, identifying opportunities and threats, testing hypotheses, and learning from the outcomes. This approach ensures that strategy remains relevant in an ever-changing world.

What Good Strategy Looks Like

So, what does good strategy actually entail? Let’s break it down:

1. Reviewing the Environment A sound strategy starts with a deep understanding of the external environment. This means staying attuned to changes in market conditions, customer needs, and competitive landscapes. Regularly updating your perspective ensures that your strategy aligns with reality.
2. Challenging Assumptions At the heart of strategy lies a willingness to question the status quo. What assumptions are you making about your business, your customers, or your industry? Are these assumptions still valid? Dr. Jason Fox highlights the importance of capturing and revisiting these assumptions to avoid blind spots.
3. Testing and Learning Strategy is not about getting it “right” the first time. It’s about testing hypotheses and learning from both successes and failures. Small-scale experiments—whether it’s a new product launch, a marketing campaign, or an operational change—allow organisations to gather valuable data and refine their approach.
4. Adapting and Iterating As JP Castlin notes, “Strategy is about solving problems.” And solving problems often requires iteration. By continuously refining your approach based on new insights, you ensure that your strategy evolves with the times.

Why the Myths Persist

The myths around strategy persist because they offer a sense of certainty in an uncertain world. A detailed plan feels tangible and actionable, while a process of continuous review and adaptation can seem ambiguous and risky. However, clinging to the illusion of certainty is far riskier than embracing the messy, iterative nature of real strategy.

Embracing the Process

At Govn365, we believe that the best strategies are living, breathing processes. They require courage, curiosity, and a commitment to learning. By letting go of the outdated notion of strategy as a rigid plan and adopting a more dynamic approach, organizations can better navigate complexity and achieve their goals.

In the words of Dr. Jason Fox, “A good strategy isn’t just a map; it’s a compass.” It’s not about predicting the future but preparing for it. And as JP Castlin reminds us, “Good strategy is humble.” It acknowledges that we don’t have all the answers but trusts that through continuous effort, we can find the right path forward.

Let’s stop thinking of strategy as a plan and start embracing it as the powerful, adaptive process it’s meant to be.