A Plan Is Not a Strategy

https://www.youtube.com/watch/iuYlGRnC7J8

In the video “A Plan Is Not a Strategy,” Roger Martin explains the distinction between planning and strategy. Planning involves outlining a set of activities or tasks that a company intends to undertake, such as improving customer experience or launching a new product. These activities are often within the company’s control and focus on resource allocation. However, they lack the coherence and competitive focus necessary to achieve a strategic goal.

In contrast, strategy is described as an integrative set of choices that positions a company on a chosen playing field to win. It involves a theory about why a company should compete in a particular market and how it can outperform competitors. Strategy requires a coherent plan that can be translated into actions, focusing on achieving a competitive outcome that involves customer engagement and market success. Unlike planning, strategy involves uncertainty and requires managers to accept that they cannot control all variables, but it offers the best chance of achieving significant success.