In corporate circles, the word “strategy” is often stretched so wide that it loses meaning. Every plan, presentation, or idea is branded strategically. Today, even buzzwords like AI are mistaken for strategy, as if adopting a tool were the same as defining a direction. But AI is not a strategy. It can be a powerful enabler and a catalyst for transformation, but without clarity of purpose, it is just another shiny object. Confusing tools or trends with strategy is like mistaking the compass for the destination.
The truth is, not everything is strategy. An insight is a truth. An approach is a plan for how to do something. A framework organises thinking. A plan tells you what to do. An idea is a spark. Each has its place, but none of them replace strategy itself. Leaders should also refrain from adding the word “strategy” to everything just to sound strategic, as this practice creates clutter and dilutes focus.
Throughout my experience in India, China, and Malaysia, I have observed that the most effective leaders resist this temptation. They do not inflate every task into a “strategic initiative.” Instead, they focus on the few inflexion points that truly define the trajectory of the business, deciding where to play, how to win, and what to prioritise.
The real challenge for leadership today is not adding layers of processes or chasing every new trend. It is creating clarity in an environment of complexity. A strategy that can be explained in one sentence often inspires greater confidence than one hidden in a hundred. Just as important is the human lens. Numbers and frameworks may set direction, but people bring strategies to life. Leaders who empower teams to co-own the journey unlock innovation and resilience. Those who reduce people to executors of rigid plans risk burnout and attrition.
Three lessons stand out:
. Clarity over complexity – Sharp focus beats ornamental frameworks.
. People before process – Strategy thrives when teams feel ownership.
. Not everything needs strategy – Often, what is required is intent, discipline, or effective execution, not a new “strategic” label.
Ultimately, strategy is not a buzzword or the latest trend. In my opinion, strategy is a deliberate choice of direction to achieve a desired outcome.
