Lately I was reading different articles from remarkable economic newspapers and meaningful written works of important manager and economists, and I was amazed observing that the concept of strategy is still described and analyzed as a simply instrument for the business survival.
Strategy is meant more like “acting” in a discriminated economic moment, with the aim of exiting from an uncertain situation and crave for a continuity that actually is more instability than certainty.
This leader’s ability is distorted to an instrumental obligation, in order just to know what to say in a panorama that tends to moralize the economic community on its way of failure.
It is sure that we are coming out from a business community that made famous the economists who indicated more actions than ideas, an advantageous economic situation, where any successful mode was well interpreted and gave immediate and substantial results. The 90s and 2000s brought an easy economy build without rational thinking on the reason of being an enterprise and what is should actually create on the market.
Strategy was simply to analyze and synthetize the “case studies” of success, then propose some models to copy, as sons of the euphoric historical moment.
The truth is, fortunately, another. The strategy is not just “knowing what to do”, it is “deciding who to become” and acting following a consequent effective order to create a long lasting success for the enterprise. I just give a smile when I read about economists that affirm that today is unthinkable to define strategies of long term, such as 10-15 years. If we take this for granted we do not speak about strategy anymore, or to better say, it emerges the inability of an economic academic community to consider some stable facts for the happy condition of the enterprise.
First of all, there is no strategy without vision. The vision is the challenging, revolutionary, excessive long lasting objective that an organization has in order to create an extraordinary result of usefulness on the market.
Consequently, the strategy invests the long term, but it does not mean that it is strict and unable to read the continuous disordered variations of the market.
As a matter of fact, the essential characteristic of strategy facing the vision evolution is the flexibility.
In a second part, nobody noticed that the strategy does not exist without tactics. Here it is the real misunderstanding of economists, even the most devoted to the business dynamics: if strategy is flexibility respecting the vision evolution, tactics is the absolute rigidity on the present goals achievement in order to create productivity.
Productivity is the real element to certify the strategic ability of a company. For this reason, talking about strategy to exit the crisis has no meaning.
The strong placed enterprise on the market is always strategic, that is able to define and determine what to obtain today in order to guarantee the future of the company. I repeat, the strategy is not “to know what to do today”, it is linked to tactics and determines what to obtain today.
Strategy is based on “who the organization decides to be (mission)”, it decides what to obtain today in terms of productivity in order to be the most useful and unique company on the market, coherently to the continuous realization of the vision, step by step.
The strategy determines the business order of the priorities and allows to eliminate the useless activities, that is the confusion of useless actions for the vision realization. The perspective is everything and it enhances the particular, the productivity in coherence to the values.
Actually, the problem is not as Michael Tracy and Michael Porter say: to align ordered actions respecting the price, the product or the customer and to do a rigid choice to reach a competitive advantage. The company should create the market condition useful to realize productivity, that is the maximum usefulness to obtain the vision, index of uniqueness and recognized success.
Strategy is not simply the discipline of analyzing, giving logic and synthetizing in qualitative results determined to consolidated and expand the enterprise.
Strategy is a process inside the evolution process of the existing system called enterprise.
It is in the order of ideas to create the order of actions. In the order there is no disorder, no crisis or unproductivity.
There is only prosperity.