by Doreen Yarnold


Common sense is genius dressed in its working clothes.

Ralph Waldo Emerson

‘Strategy’ is a much overused and misunderstood word. This topic explains in simple terms what strategy is and gives a practical approach to developing strategic direction for an organisation, department, team or individual.

Strategy and strategic analysis are applicable to all organisations and to all levels within them. It is a way of thinking about how to bridge the gap between the present and the future. Sometimes strategy is presented as an esoteric subject (!), but in reality it can be developed using simple analytical tools – and a large dose of common sense (which incidentally may be sensible, but not all that common...).


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