Tag Archives: marketiing and advertising

Is It Really Strategic?

From the New Oxford American Dictionary:

strategy |ˈstratəjē|

noun ( pl. strategies )

a plan of action or policy designed to achieve a major or overall aim: time to develop a coherent economic strategy | shifts in marketing strategy.

• the art of planning and directing overall military operations and movements in a war or battle. Often contrasted with tactics (see tactic).

• a plan for such military operations and movements: nonprovocative defense strategies.

ORIGIN early 19th cent.: from French stratégie, from Greek stratēgia ‘generalship,’ from stratēgos (see stratagem) .

 

I am so ready to pull out my curls when I hear the related word “strategic” bandied about—and bandied it is.  It wasn’t just during the interminable political campaign we just lived through.  The word is endemic in advertising, in education, in business.

 

Think about it:  if a strategy is a plan, then why the need to have a strategic plan? All plans involve strategy.  Strategic initiatives, strategic positions, strategic paradigms, strategic benchmarks, strategic dialogs—give them a rest!  If any planning goes into an endeavor (and it does), that endeavor is by nature strategic.  Lose the redundancy and clear the air.

 

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