Strategy is about making choices

In this series of 19 short articles, StratPad’s founder discusses the fundamentals of starting and running a small business.

Today he talks further about strategy and its value to an organization:

Q: What else can you say about strategy?

A: What strategy teaches you is to make choices. It tells you that not everybody is your customer. You have to focus on a set of customers, that you can’t do all things. You have to focus on a specific sub-set of actions that you can do or products that you can sell and really do a great job on those and sell those to that small sub-set of customers that really love what you’re doing and what you’ve got.

If you just try to do everything, if you try to go after the whole world, you’ll end up standing for nothing and ending up competing with absolutely everybody else in the world and that leads to bad places.

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