We don´t need a strategy – or do we?


We don’t need a strategy in a dynamic world – or do we?

Do we even need a strategy in a dynamic and complex world? Is it better to seize the opportunities as they arise along the way? I often meet this question and must answer both yes and no.

Yes, there is a need for a strategy and both yes and no to what extent it is better to seize the opportunities as they arise. It all depends on what you want to achieve and which position in the market you want to achieve or maintain – it depends on your strategy.

And what is the alternative to a strategy? To let things be as they are, or letting more or less random actions set the strategic agenda?

It’s better to be proactive and have a purpose and a desired direction, as well as an act from here, so there is some consensus.

The strategy should gather internal and external perspectives, thus seeing the company as a whole, where a common direction, framework, and goals are set in which the company explores and develops potential.

The strategic focus is crucial – lack of focus makes it difficult to be unique and create extraordinary results.   A strategic direction is essential for moving and developing a business, culture, and, thus, the people in it. More tactical thinking is needed to increase value creation.

At the same time, priority must be given because opportunities are always enough. The question is which offers the most excellent value. So select and, in particular, opt out of strategic focus areas.

The strategy will evolve, for the more dynamic and complex environment, the greater the degree of agility is needed, even concerning the process. However, whether there is a need for a strategy is not for discussion in my world.

What is, on the other hand, is the approach and process of strategy preparation in order that it will actually be successful and anchored continuously – it is about execution and the force of development that lies just here.

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