A good strategy will include these three elements

At its most basic level, a strategy is a hypothesis. To be a good strategy, it must precisely diagnose the problem being solved; set a guiding policy that will address that problem; and propose a set of coherent actions which will deliver that policy.

These three elements make up the ‘Kernel of Good Strategy’ defined by Richard Rumelt in his book ‘Good Strategy / Bad Strategy’. Rumelt started his working life as an engineer, before becoming an academic and management consultant to some of the largest organisations in the world. He has also advised the US Department of Defence on Strategy.

Good strategies will diagnose problems, set a guiding principle and then specify coherent actions

His work has helped to guide my thinking on strategy, giving me greater clarity on what a successful strategy looks like. It helps me identify pain points for brands and come up with new ideas that will help them achieve their objectives.

Hall & Partners Blah blah blah

Abuses of stragey

Before delving into what a good strategy is, let’s think about the state of ‘strategy’ today.

The word ‘strategy’ is overused. It is shoe horned into conversations to create gravitas (eg. “this is our strategic approach”); it’s misused as a synonym for ‘good quality’ (“strategic report”); and it has become a catchall term for anything deemed important (“strategic partner”). ‘Strategy’ is becoming a verbal tic in marketing circles, where if something isn’t pre-fixed with ‘strategy’ or ‘strategic’ it isn’t worth listening to, leading to everything (ideas, brain-storms, loo breaks) being described as ‘strategic’.

In addition to this rampant noun-abuse, there is also ‘strategy done wrong’. Fluffy statements, not facing challenges, mistaking goals for objectives and fuzzy objectives are all common strategy mistakes.

So what is a better way to think about strategy?

The Kernel of Good Strategy

Much like a good strategy, The Kernel of Good Strategy is simple and practical. It contains three elements:

  1. The first is a thorough diagnosis. This is more than a description of the situation; it is an articulation of the problems and challenges that need to be addressed, a simplified version of reality.
  2. The second is a clear guiding policy. This is an overarching approach or method for solving the diagnosed challenges. Importantly, the guiding policy must rule out actions, as well as directing us towards a number of actions.
  3. Finally, a good strategy will include coherent actions. These must be practical, coordinated activities. The key word here is ‘coherent’. Actions should complement each other, and create a ‘greater sum’ like effect, where actions add power to each other.

The illustrate these three elements, and compare to a ‘bad’ strategy, I’ve used the state of the British highstreet today:

Hall & Partners British Highstreet Good strategy Bad strategy 1024x291 1

What is the true meaning of ‘strategy’?

These ideas have two implications. One, The Kernel is a powerful and practical way of creating better, more effective strategies. Secondly, it should be used as a litmus test of if something is strategic or not. If an idea, insight, plan, report, etc. does not include a clear diagnosis, a guiding principle, and coherent actions, it can’t truly be described as ‘strategic’.

It is not realistic to expect every marketing action to stand up to these principles. And that’s ok. But let’s start using different descriptors. There is nothing wrong with a tactical plan, an operational idea, a situational report or a foundational insight if that is what circumstances call for.

Finally, remembering that a strategy is ultimately an hypothesis will help us get the most out of this simple word. Do you agree with The Kernel of Good Strategy? Have you come across a better definition of ‘strategy’? I would love to hear.

Want to learn more about Hall & Partners and how we can help you develop a successful brand strategy?

Check out more Big Thinking Articles

We made the GRIT ‘Top 50 Most Innovative Companies’

The key to creating better habits? Temptation bundling

PharmaExec: Hall & Partners on purposeful partnerships for a post-COVID era

WARC: Hall & Partners explain how pharma can keep building trust

Research Live: Vanella Jackson explains why a new approach to brand evaluation is needed

Conscious Brands 100: a new way to measure world-leading brands

AdWeek: Hall & Partners comment on Microsoft ranking most Conscious Brand

The Grocer: Hall & Partners comment on the Union Jack & packaging

‘A(i)LIVE’, the world’s first ‘living’ market segmentation tool, powered by machine learning and artificial intelligence

The Value Shift

© 2021 Hall & Partners. This website is powered by 100% renewable energy. All rights reserved.

Website developed by Digital Berry Ltd

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.

Signup for our Newsletter

Keep up with the latest marketing trends, industry perspectives and global insight reports shaping the world’s biggest brands.