Acerca da ISO DIS 9001:2014 e a estratégia

Um artigo interessante para quem confunde objectivos com estratégia, "A List of Goals Is Not a Strategy".
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A sua leitura fez-me recordar a ISO DIS 9001:2014. Ora vejamos:

"So how do you really create strategy, rather than end up with a hodgepodge list like this? By following these steps:
Identify which stakeholders you depend on for success.[Moi ici: 4.2 a)]
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Your organization or unit is completely dependent on others outside it for its good fortune. Without the support of stakeholders such as customers, suppliers, employees, and shareholders, for example, you have no organization. But you have to identify those who are key to the long-term survival and prosperity of your organization — and then satisfy them.
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Recognize what you want from your stakeholders.
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Why is sorting out the from so important? What an organization wants from each group of key stakeholders translates neatly into its objectives.
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Although objectives and clear targets aren’t a substitute for strategy, you do need to design them, stakeholder group by stakeholder group, before you can develop a smart strategy for each group. Otherwise, any old strategy will do. Unfortunately, strategies are often created in a vacuum. They won’t be meaningful if you haven’t decided what you want them to achieve.
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Recognize what your stakeholders want from you. [Moi ici: 4.2 b)]
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When you articulate what key stakeholders want, you’re defining what I call “strategic factors.”
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Strategic factors bring an external perspective."

Agora vamos à ISO DIS 9001:2014.

"4.2 Understanding the needs and expectations of interested parties
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the organization shall determine:
a) the interest parties that are relevant to the quality management system;
b) the requirements of these interested parties that are relevant to the quality management system"

O problema é depois as políticas da qualidade que se escrevem...