Strategy = Economy

Pity the poor word “strategy.”  Marketers--and pretty much everyone else in the white-collar world--throw it around like a Nerf ball.  Every marketer has a creative strategy, a brand strategy, a media strategy, a social networking strategy and for all I know a bathroom strategy.

Funny thing is, no one ever stops to ask “what exactly does strategy mean, anyway?”

The term tends to conjure up images of people wearing heavy black glasses (thanks, Henry Kissenger) and maybe the war room from “Dr. Strangelove.”  However, a working definition remains rare.  I’ve give it a go, then.