How would you define the word ‘strategy’? Note down five words you associate with strategy.

Strategy is a difficult concept to define, sometimes it is easier to think in terms of metaphors.

We have already been introduced to the military metaphor of ‘strategy as the art of war’.

What other metaphors might you use to define strategy?

What metaphor would best describe the ‘strategy-making’ process in your organisation? If you are unable to use your organisation, you can use the case study at the end of this chapter.