A business has objectives and a strategy. It then needs plans for delivery, plus good quality tactical execution and sensible measures to monitor progress. What it doesn’t need is a strategy at every level.
It doesn’t need an SEO strategy, content strategy, engagement strategy and social strategy sitting on top of one another. It doesn’t need endless reassessments of its position and where ought to place itself.
Often strategy is seen as synonymous with seniority or high fees. Or worse, it’s an excuse for endless insight, fudging choices and avoiding actually delivering something.
Too many strategies is worse than no strategy at all.