Can You Say What Your Strategy Is?

Summary of article Can You Say What Your Strategy Is? By: David J Cillis and Michael G Rukstad , Harvard Business Review, April 2008

A company strategy statement usually can be summarized in 35 words.

A strategy statement identifies the business objective - what the company wants to achieve. It defines the scope of the business - “ the part of the landscape in which the firm will operate”. Competitive advantage of the business is the essence of the statement and has complimentary internal and external components explaining why customers need to choose the company's products and how company will deliver this value proposition to them. These three elements require trade-offs that makes every company unique.

A well designed strategy statement can have a great influence on the company's success.