Lenny's Podcast has a great interview with Richard Rumelt.
āA set of goals. Goals are the engineering of how companies work to some extent. But abstract, high-level goals, they're not strategy, they're something else. They're ambitions. And ambitions are not a strategy. A list of all the different things you wish would happen is not strategy.ā
https://www.lennyspodcast.com/good-strategy-bad-strategy-richard-rumelt/#transcript
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"And I gradually came to the realization all strategy is problem solving. It's a form of dealing with challenges, and that was a basic idea going in the book. So if that's the core of it, what's the basic activity? What are you doing when you create a strategy? Well, you're diagnosing the situation. You're trying to figure out what's going on here. What's the nature of reality that you're dealing with?ā