"Strategy is definitely about action, and it is certainly about making money. In fact, one of the key reasons most companies aren’t performing well is a lack of good strategy.Trechos retirados de "Strategy Should Make You Money Now"
Strategy isn’t supposed to be about theories and three-ring binders gathering dust on office shelves. Strategy is about defining a game plan that directs each action taken by people at your company– all day, every day.
Companies without strong strategies tend to communicate with their customers through disjointed, confusing messages. The result is that customers are confused, and aren’t sure why they should buy from these companies.
When a company has a clear brand strategy that defines what they want customers to think about them, it is more likely that they will create communications that are clear, compelling and differentiated. Are you clear about what differentiates you in meaningful ways? Are you clear about what you want your customers to think about your company?"