1. here's where we're choosing to play.
2. here's how we're choosing to win.
3. here the capabilities we need to have in place.
4. here are the management systems.

And that's why it's going to achieve its goals, this aspiration that we have.

Then you lay out the...

A strategy specifies an outcome you wish to achieve, like attracting customers to buy your product, enough of it to give you a profit.

But you don't control the customers. They decide, not you and that's a harder trick to allure them.

This is where you put yo...

An integrative set of choices that position you on a playing field of your choice in a way that you win.

Strategy has a theory not a proof.

A strategic theory must be coherent and doable.

Planning has no coherence to it

Plans are quite comforting, It's about the resources you are going to spend. It's on the cost side of businesses.

Who controls your cost? You control the cost, You are the customer! It's comfortable because you control them.

And if something you say is in the logic that would have to be true for it to work is not working out quite the way you hoped.

Then tweak it, what you want is a mechanism of tweaking it, toning it, and refining it so it gets better and better as you go along.