Strategy always comes across as something planned by the executives. We have our strategy for the next 5 years. I wonder if we are using strategy to mean objectives and goals.
I think that Ann Lantham does a good job describing the issue and definition of strategy in this Forbes article: What The Heck Is A Strategy Anyway?
My favorite quote is “A strategy is a framework for making decisions about how you will play the game of business.” This framework identifies what’s in and what’s out on key business aspects like customers, domains, industries, and business models.