What is Strategy?

RoadtoRelevancePerhaps you’ve noticed that strategy is the most overused word in the corporate lexicon.  Not just for-profit corporations, but non-profits too, and it’s also frequently used by military leaders.

So I was comforted by the definition offered by Harrison Coerver and Mary Byers in their excellent book about association performance called Road to Relevance: 5 Strategies for Competitive Associations.

Here’s their definition:

Strategy is the skillful, creative, and disciplined use of an organization’s resources to achieve it’s objectives.

Pretty simple, right?

I was re-reading Road to Relevance in preparation for a hosting a panel discussion next week at the Professional Women in Advocacy Conference. The PWIA organizers invited me to host a panel discussion on delivering value to association members.  On the panel with me will be Chris Krese from the National Association of Chain Drug Stores, Kristin Wilcox from the International Bottled Water Association, and Shannon Campagna from Mars, Inc.  I hope to see you there.

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One Response to What is Strategy?

  1. Chris Krese says:

    That’s a great definition – and I look forward to chatting that up next week. Thank you for the invitation!

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