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WHAT IS THE REAL 
DEFINITION OF STRATEGY ? 
CEO 911 
Lesson 9 from: 
20 Learnings from Electroline 
& Places of Lesser Repute 
I had been a CEO more than 10 years 
when I finally learned this simple, 
compelling definition of strategy.
STRATEGY: 
Its not what your mission or vision or strategic plan 
or operating plan says, it’s where your company 
actually spends and invests its money. 
So scratch out the word “Expenses” everywhere it 
appears in your financial statements and replace it 
with “Strategic Investments” then look very hard at 
every line and every penny underneath – because 
those line items are the reality of your strategy. 
CEO 911
THE REAL DEFINITION OF STRATEGY

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THE REAL DEFINITION OF STRATEGY

  • 1. WHAT IS THE REAL DEFINITION OF STRATEGY ? CEO 911 Lesson 9 from: 20 Learnings from Electroline & Places of Lesser Repute I had been a CEO more than 10 years when I finally learned this simple, compelling definition of strategy.
  • 2. STRATEGY: Its not what your mission or vision or strategic plan or operating plan says, it’s where your company actually spends and invests its money. So scratch out the word “Expenses” everywhere it appears in your financial statements and replace it with “Strategic Investments” then look very hard at every line and every penny underneath – because those line items are the reality of your strategy. CEO 911