Setting Course for Success: Navigating Between Strategy and Action

A wise captain has two essential tools at sea: a compass to point the way and guide the destination and a map to show how to get there. In the business world, the same applies: the compass represents the strategy, the map, and the action plan. Yet these two notions often need clarification, even though they refer to distinct realities. Understanding the difference between these two terms is crucial to achieving your objectives. Let’s explore these differences in more detail.

What is strategy?

The Larousse dictionary defines strategy as “the art of coordinating actions, of maneuvering skillfully to achieve a goal.” In other words, it’s a long-term vision that guides all an organization’s actions. It defines overall objectives and the directions to be followed to achieve them. Strategy requires an action plan. According to Harvard Business Review, a strategy pushes an organization out of its comfort zone and focuses on the long-term journey. It answers the fundamental question: “Where do we want to go?”

What is an action plan?

An action plan is a detailed roadmap of the steps required to achieve a particular objective. It focuses on short-term actions and immediate results. An action plan details the tasks to be carried out, responsibilities, required resources, and specific deadlines. It breaks down the strategy into measurable steps and defines the actions to be taken, those responsible, the deadlines, and the required resources. It answers the question, “How will we get there?”

Strategy and action plan: an inseparable duo

Although strategy and action plans are distinct, they are interdependent. A strategy without an action plan is a vision without the means to achieve it, while an action plan without a strategy is a series of tasks without clear direction. As Antoine de Saint-Exupéry famously said, “A dream without a plan is just a wish.” An effective strategy requires a detailed action plan to be successfully implemented.

From vision to execution: an example

Let’s imagine a company looking to increase its market share. The strategy might include long-term objectives such as expansion into new markets and product innovation. Tools such as SMART objectives and SWOT analysis are handy at this stage. They help structure strategic thinking and ensure coherent, effective planning.

The action plan, meanwhile, will detail specific steps such as market research, new product development and testing, and launch campaign planning.

Thus, a statement such as “grow our market share and identify the markets to target and the personas to get there” would fall under strategic orientation, while “developing a list of contacts in the target market in line with our persona” would be part of the action plan.

Navigating the business world without a strategy and an action plan is like venturing out to sea without a compass and a map, at the mercy of currents and headwinds. The strategy defines the destination and direction to be followed, while the action plan details each stage of the journey, transforming an ambitious vision into a tangible reality. By combining these two elements, an organization can chart a clear course to success and adapt and evolve in the face of new challenges and opportunities.

Are you ready to pull up the anchor and set the course for new horizons? Maïeutyk can help you create customized strategies that unify these essential aspects for your business’s sustainable, harmonious growth.