Strategy is the art of orientating a group of people towards a common goal. It is aimed at coping with a lack of information resulting from complexity.
We don’t need a strategy in situations we are sufficiently informed about. This is when we just make a simple action plan: Who is involved in the execution knows what to do by when. It is like following a route though a known landscape drawn on a piece of paper.
A strategy enables us to find our way through terra incognita. We have never before been where we want to get to. We don’t know the scenery between us and our goal. We can only guess who else will be in the area, what their intentions are, what they are going to do – with or against us.
We just have a topographical map with our current and target positions marked. Each of us knows why we want to get there as well as which role to play. And we are confidently monitoring the environment. That’s what strategies are for.
Christopher Storck @Kommunikationsstrategie 2012
Strategie braucht Kommunikation 