Strategy Dictionary Update 2018: We originally published this post about 12 months ago, but have since added more definitions and will continue to update as we move forward. You can download a PDF version of this page, which will also mean that we’ll let you know when we’ve added new terminology to it!
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Strategy isn’t a science. There are frameworks, guides, and common semantics – but ultimately strategy is the art of creating a direction for your organization, then doing whatever it takes to get there. Because of this reality, a huge body of work has arisen both online and offline that addresses the topic. Writing on strategy is almost always subjective and often contradictory. The terminology that people use is often used interchangeably – meaning that strategy newcomers often get stuck in a mire of confusing research rather than getting on with the real job of making things happen.
With over 1,000,000 hits per year to this very blog, I’m sure that we’re as guilty as anyone to contributing to the confusion around strategy terminology. As such, we decided to create our own strategy dictionary which we originally posted back in early 2017. To ensure you’re up to date with current strategy terminology and concepts we have decided to revise and improve our strategy dictionary to bring you our complete 2018 strategy dictionary to clearly define (at least for us) what we mean when we use certain words and phrases. You’ll find these terms regularly throughout this blog and also in our own strategy platform Cascade.