A Strategy Is Not A Plan: How To Create Your Own Personal & Business Roadmap
Intro
As we stride through our entrepreneurial journeys or forge our paths in self-improvement in our personal lives, we often encounter the concept of "strategic planning." It’s a term that sounds decisive and forward-thinking. Yet, in practice, it often misses a critical element – actual strategy. Roger Martin, one of the foremost authorities on strategy suggests that true strategic development involves stepping beyond an organization's comfort zone and breaking free from the habitual pitfalls of strategic planning.
Planning vs. Strategy – Understanding the Difference
Planning is a task we’re all too familiar with. It's the to-do list of objectives: improve customer service, launch a product, lose 15 pounds or expand to a new market. These plans are like signposts on the road, marking where we'd like to go. But without a map or a GPS – which is your strategy – these signposts won't prevent you from driving in circles.
A strategy is an integrative set of choices that propels you towards a definitive win. It's about choosing your playing field and understanding how you can outmaneuver the competition on that field. It’s not just about what you want to do; it’s about why and how you can do it better than anyone else.
Why Do We Gravitate Towards Planning?
There's comfort in planning because it feels within our control. We decide on the budget, the hires, the resources. However, comfort can be a dangerous lull. It gives us a false sense of progress. Strategy, on the other hand, is about outcomes – many of which we can influence but not control. It’s about customers choosing us, about outperforming competitors, about the market responding to us – and that can be intimidating.
Martin gives a great case study regarding strategy versus planning with this next example. The airline industry.
A Real-World Example: Southwest Airlines
Consider the case of Southwest Airlines. While other US carriers were engrossed in planning — selecting routes and acquiring gates — Southwest was devising a strategy. They sought to become a convenient and cost-effective alternative to bus travel. They chose a point-to-point route system, standardized their fleet to 737s, eliminated meals for short hauls, and encouraged online bookings.
Their strategy was about winning — not just playing. It was about creating a unique value proposition that significantly lowered costs and enabled them to offer competitive pricing. As a result, Southwest grew, capturing a substantial market share while traditional carriers were left to contend with the remnants.
Your Strategic Roadmap
Inspired by Southwest's playbook, here's how you can apply these principles to carve out a strategy for your business or personal growth:
1. Define Your Destination Identify what you want to achieve. It might be disrupting a market with a new product or transforming your career. Understand your end goal in clear, vivid terms.
2. Choose Your Path Decide how you will reach your destination differently and better than anyone else. What will be your point-to-point route that cuts through the clutter?
3. Streamline Your Operations Identify your 'Boeing 737'—the core tool, skill, or process that you can master and leverage repeatedly for consistent results.
4. Embrace Cost-Effectiveness Consider what 'extras' you can eliminate. What are the non-essential elements that you can strip away to become more agile and cost-efficient?
5. Foster Direct Connections Whether it's with customers or mentors, establish direct lines of communication. Make it easy for others to reach you and create value in every interaction.
By following these steps, you’re not just planning for success; you’re strategizing for it. You’re laying down a coherent, actionable path that anticipates and navigates the complexities of business and life, setting you apart from those who only plan without a strategic compass.
Summary
While planning offers comfort and an illusion of control, true strategy is about charting a path to real competitive advantage. It's not merely about participating in the market; it's about defining the terms of success on your own grounds. In a competitive landscape where customers ultimately make the final decision, strategy is not just a part of success, but its very foundation.
Adopting a strategic mindset equips leaders to guide their organizations beyond mere survival, aiming instead for substantial growth and prosperity. Planning might ensure short-term stability, but it is a robust, well-defined strategy that promises long-term victory. It's about having a clear vision of your destination, selecting an innovative route, and traversing this path with efficiency, discipline, and a relentless focus on delivering value. In essence, strategy is the art of navigating towards success, making every choice count towards reaching your ultimate goal.
