title: What's wrong with strategy?
abstract: Why is it that successful strategies are rarely developed as a result of formal planning processes? What is wrong with the way most companies go about developing strategy? Andrew Campbell and Marcus Alexander take a common sense look at why the planning frameworks managers use so often yield disappointing results. Companies often fail to distinguish between purpose (what an organization exists to do) and constraints (what an organization must do in order to survive), the authors say. Many executives mistakenly believe, for example, that satisfying stakeholders is an objective that drives thinking about strategy. In fact, it's a constraint, not an objective. Companies that don't win the loyalty of stakeholders will go out of business. Strategy is not about plans but about insights, the authors add. Strategy development is the process of discovering and understanding insights and should not be confused with planning, which is about turning insights into action. Furthermore, because executives develop most of their insights while actually doing the real work of running a business, it is important for companies not to separate strategy development from implementation. Is there a better way? The answer is not new planning processes or more effort. Instead, managers must understand two fundamental points: the benefit of having a well-articulated, stable purpose and the importance of discovering, understanding, documenting, and exploiting insights about how to create value.
authors.affiliation: Ashridge Strategic Management Centre, London.
authors.forename: A
authors.initials: A
authors.lastname: Campbell
authors.forename: M
authors.initials: M
authors.lastname: Alexander
mesh_terms: D003132:Commerce / Q000191:economics; D003405:Creativity; D004465:Economic Competition / Q000458:organization & administration*; D006801:Humans; D007449:Investments / Q000191:economics*; D009936:Organizational Innovation; D009937:Organizational Objectives; D010934:Planning Techniques; D017064:Process Assessment, Health Care; D013597:Systems Analysis; D014481:United States