The Five Disqualifiers of Strategy
My mother used to yell “strike one!” from the other room when she heard a curse word on the movie we were watching as kids. If she made it to three strikes, the movie got turned off.
If strike one and strike two happened in the first five minutes, we knew we were done for. But if the first strike took 30 to 45 minutes to get called out, there was a better chance we’d finish the movie.
As it turns out, there are certain words and ideas that should act as a “strike” for your organization’s strategy as well. And if you’re committed to building a strategy that creates a competitive difference: strike one means you’re out. And strike two, three, or more just makes you even more out.
Peter Compo in his book outlines five disqualifiers of strategy. These disqualifiers make a fantastic test of your strategy:
Strategy Disqualifier 1: Opposite
Is the opposite of your strategy statement absurd? If so, strike one.
The opposite of delivering excellence is delivering mediocracy. That’s senseless.
The opposite of a low cost strategy is a high-cost strategy. Sounds foolish.
The opposite of a good strategy should be a good strategy:
The opposite of a global strategy is a local strategy. This could work
The opposite of vertical integration is an outsourcing strategy. This could work too.
Strategy Disqualifier 2: Numbers
Does your strategy statement include numbers? Strike two.
Increase market share by 20%
Achieve $50 million in revenue by Q4 2025
Reduce operational costs by 15% by the next FY
While these ideas can be connected to tactics, they are goals not strategy.
Strategy Disqualifier 3: Duplicate
Is a division or department strategy the same as the organizational strategy? Strike three.
Corporate strategy: To enhance customer satisfaction across all our services.
Business unit strategy: To improve customer satisfaction in our service delivery.
If the strategy statement doesn’t add new or narrowed information it’s of no value.
Strategy Disqualifier 4: Exclusions
Does your strategy not apply to all of your organization? Does an audience or division get an exclusion? Strike four.
Our strategy is to standardize our customer service processes to enhance efficiency (but for high-value clients we’ll still use personalized processes).
If there’s a part of your system where the strategy doesn’t apply, it’s not focusing the whole of your organization.
Strategy Disqualifier 5: Lists
Is your strategy statement a list? Strike five.
Our strategy is to expand into new markets, increasing our product range, and enhancing digital capabilities.
This is a list of goals that aren’t interconnected and focused—not a strategy.
Is your strategy really a strategy?
How many strikes did your strategy get? Hopefully none and you’re headed into the year with a strategy and a plan to make it happen.
If not, is 2024 the year you’re going to do something about it?
