Estratégia não é isto

"Success and failure in business are not only due to luck, timing, and effort. These things matter. But so does a strategy that makes coherent choices, effectively allocates available resources, and communicates to people in the field. So, what is and is not strategy, and what must you recognize before you can craft a coherent and communicable strategy for sales?
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Strategy is not the same as mission or purpose.
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[missions] are analytically useless for doing what any coherent strategy must do: specify where we do and don't play in this world, and how we propose to win in those places where we do choose to play.
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Strategy is not the same as values.
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Strategy is not the same as war or a battle plan.
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business, unlike a war or battle, is not primarly about defeating an enemy. Business is primarly about customer value: targeting customer groups and tailoring sales and other activities to serve those groups better or differently than others.
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"The purpose of a business is to create a customer." That's also the purpose of purpose and any business strategy. Make customers, not war." 

Trechos retirados de "Aligning Strategy and Sales" de Frank Cespedes.