Open LinkedIn – seriously, do it. I bet it’ll take no longer than five seconds to stumble upon a post with the word “strategy” in it. And I bet you’ll read it and go – “huh?” The example I found was along the lines of “just do these 10 easy steps and you’ll define everything you need for your entire company.”

I admit, this line from Good Strategy/Bad Strategy hits home: “A hallmark of true expertise and insight is making a complex subject understandable. A hallmark of mediocrity and bad strategy is unnecessary complexity—a flurry of fluff masking an absence of substance.”

Here’s a good rule of thumb: if you need more than one sentence to describe what a strategy is, you’re doing it wrong. This post will help you do it right!