‘What the heck is strategy in the digital age?’ – EConsultancy
Ben Davis says, “If I worked for an agency or wrote for The Drum, I might ask “What the f#@k is strategy?” – this four letter word seems more apposite, given the amount of fluff written about digital strategy in particular.
One agency man, Justin Small (Chief Strategy Officer at The BIO Agency) is indeed asking this question, as the founder of the Future Strategy Club, a newly formed group that meets to discuss what strategy means now.
After listening to Justin’s impassioned claim that strategy is stuck in the mud, I thought I should attempt to summarise his thoughts and frame the debate. Here goes…
Strategy has become a dirty word
Justin claims that strategy is a dirty word, that it’s difficult to sell strategy. He argues, in the copy on the Future Strategy Club’s website, that: “For most people, strategy is a mysterious thing vaguely linked to a world of competing theoretical schools from a distant time, done by very large global management consultancies to other very large global organisations.”
This view is easy to relate to when you play with the Boston Consulting Group’s interactive history of strategy”.
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