Strategy implies making choices and trade-offs. Most people are afraid to be held accountable for making real choices (i.e. steering the company/product in one direction and not any other).
That's why most strategies are only strategies by name: fluffy statements that anyone can fill in as they wish ("our strategy is to be our customers' partner") or monetary goals ("our strategy is to be 20% more profitable by end of next year").
Strategy implies making choices and trade-offs. Most people are afraid to be held accountable for making real choices (i.e. steering the company/product in one direction and not any other).
That's why most strategies are only strategies by name: fluffy statements that anyone can fill in as they wish ("our strategy is to be our customers' partner") or monetary goals ("our strategy is to be 20% more profitable by end of next year").