What is strategy?

Strategy in business is one of those phrases that can make a grown person cry….because it is used with such business jargon as paradigm shift, proposition, strategic imperatives…..all of which are totally unemotional and not at all engaging.

Leaders may sound clever using the business jargon but they don't sound passionate, they may sound worldly but they don't sound human! And leaders may have the job title of leader but have they engaged people to follow?

The question is this…would you try and sell your product or services to customers with this kind of slogan

"There is a strategic imperative for you to make a paradigm shift to our value proposition – buy now"

I suggest not.

So why do leadership and management try and sell the brand vision, the business vision in these terms? After all what is a business strategy for other than engaging people's hearts and minds?

Keep business strategy, marketing strategies…any strategy simple

  • What are you wanting to change in the world for the better?
  • Why are you so passionate about it?
  • How will you change the world?
  • And by when …

Here is a little Bobographic to keep reminding you


Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

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