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Why a Coherent Strategy Beats Traditional Planning in Business

In the fast-paced world of business, sticking to the old ways of traditional planning can feel like trying to navigate with a map from the 1800s. While planning has its place, the real game-changer is having a coherent strategy. Here’s why shifting your focus from rigid planning to dynamic strategy is key to success and how it addresses some of the most common business challenges.

Strategy of Business over the Business of Planning
Strategy V Planning

The Power of a Coherent Strategy

A coherent strategy is more than just a buzzword; it’s the backbone of business success. It’s an integrated, long-term vision that aligns all parts of your organization towards common goals, ensuring everyone is moving in the same direction.

1. Focused Direction and Alignment

When everyone in your company understands and follows the same strategy, efforts are unified, reducing confusion and increasing efficiency. It’s like a well-coordinated team where each member knows their role and how it contributes to the overall goal.

Example: Take Netflix. Their coherent strategy of focusing on streaming, original content, and data-driven personalisation has allowed them to align their resources and outpace traditional TV networks and other streaming services.

2. Adaptability and Resilience

A coherent strategy allows for flexibility and quick responses to market changes. Instead of sticking to a rigid plan, a strategic approach lets you pivot and adapt as new opportunities or challenges arise.

Example: During the COVID-19 pandemic, many businesses with rigid plans struggled to adapt. In contrast, companies with coherent strategies, like Zoom, quickly scaled their operations to meet the surge in demand for virtual meetings.

3. Long-Term Vision Over Short-Term Gains

Focusing on a strategy helps avoid the trap of short-termism. It promotes investments and decisions that benefit the company in the long run, rather than just delivering quick, temporary wins.

Example: Amazon’s strategy of relentless focus on customer experience and long-term investment in infrastructure, such as its logistics network, has led to sustained growth and market dominance.

The Challenges of Traditional Planning

Traditional planning can often be a cumbersome process that might not always yield the desired results.

Here’s why:

1. Rigidity and Inflexibility

Traditional plans are often set in stone and can’t easily accommodate changes. This rigidity makes it hard to respond to unexpected market shifts or internal changes.

Example: Kodak stuck to its traditional planning, focusing on film-based photography despite the digital revolution. This inflexibility ultimately led to its downfall when digital cameras became the norm.

2. Time-Consuming and Bureaucratic

Creating detailed plans can be time-consuming and often involves layers of bureaucracy, slowing down decision-making and implementation.

Example: Many large corporations, like traditional banks, have struggled to innovate quickly due to the lengthy planning and approval processes, allowing agile fintech startups to disrupt the market.

3. Lack of Innovation and Agility

Rigid planning can stifle creativity and innovation, making it difficult to take advantage of new technologies or trends.

Example: Blockbuster’s failure to innovate and adapt to the rise of streaming services is a classic example of how rigid planning and lack of strategic agility can lead to a company’s decline.

Embracing Strategy Over Planning for Business Success

To thrive in today’s dynamic business environment, companies need to prioritize strategy over traditional planning.

Here’s how embracing a coherent strategy can address key pain points and lead to success:

1. Dynamic Response to Market Changes

With a strategy-first approach, businesses can swiftly pivot in response to market trends and disruptions, ensuring they remain competitive and relevant.

Example: Tesla’s strategy of integrating renewable energy solutions has allowed it to swiftly adapt to the increasing demand for sustainable products, positioning itself as a leader in the electric vehicle market.

2. Fostering a Culture of Innovation

A strategic focus encourages a culture of continuous improvement and innovation, empowering employees to think creatively and come up with groundbreaking ideas.

Example: Google’s strategy of fostering a culture of innovation has led to the development of numerous successful products, such as Google Maps and Google Photos, and has kept the company at the forefront of technological advancements.

3. Efficient Resource Allocation

A coherent strategy helps in aligning resources more effectively, ensuring that investments and efforts are directed towards areas with the highest potential for impact and growth.

Example: Apple’s strategy of focusing on premium products and seamless integration across its ecosystem has allowed it to efficiently allocate resources and maintain its position as a leading innovator in the tech industry.


In today’s ever-changing business landscape, clinging to traditional planning can hold you back. A coherent strategy provides the flexibility, focus, and long-term vision needed to navigate challenges and seize opportunities. By prioritising strategy over rigid planning, businesses can foster innovation, adapt to changes, and achieve sustained success.

How has a strategic approach helped your business navigate challenges? Share your experiences and thoughts in the comments below!


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