IDG Contributor Network: The difference between strategy and intentions

To get your organization to make the journey from wanting to talking to doing, it’s useful to think about how you well you have defined the strategy for getting it done.

Strategy defines what you will DO

Often, organizations mistake a strategy for a description of end outcomes. They will say “Our strategy is to improve our user experience, or to solve the performance problems.”

Although those statements sound like actions (because there is a verb in them) they are really descriptions of intentions, not strategy. They describe outcomes that would result from specific actions.

You can’t simply tell your organization, “Go forth and improve user experience.” There are a gazillion different things you could do to improve user experience. If you do the right ones, the user-experience will improve — that’s an outcome.

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