A Plan ≠ A Strategy
(and Why Most CEOs Get This Wrong)
In business, “plan” and “strategy” often get used like they mean the same thing.
They don’t. And confusing the two is one of the fastest ways to stall growth.
Strategy Is How You Win
A strategy defines your competitive edge. It’s your theory of victory—the unique advantage that makes your business the one worth choosing.
Strategy answers:
Where will we compete? (markets, customers, segments)
Why will we win there? (advantages, positioning, resources)
What do we stand for? (mission and meaning)
It’s about the why behind your business moves, not just the what.
Without strategy, your business is directionless—even with the best plan in the world.
A Plan Is How You Get There
A plan is the roadmap. It lays out the milestones, timelines, and owners.
It’s the sequence of activities that—if executed well—bring your strategy to life.
Plan answers:
Who will do what?
When will we hit milestones?
How will progress be measured?
A plan can change often. A strategy should remain stable until market conditions force a reset.
Why Businesses Get This Wrong
Many founders obsess over the plan: the calendar, the budget, the checklist.
But without a true strategy to guide it, that plan becomes busywork.
The results?
Too many priorities, not enough focus.
Marketing dollars wasted chasing noise.
Teams confused about what “winning” even looks like.
The Fix: Strategy First, Plan Second
Define your theory of victory.
Lock in your unfair advantage (the thing competitors can’t copy).
Then—and only then—create a plan to execute it.
A strategy without a plan is a dream.
A plan without a strategy is a dead end.
Smart businesses build both—in the right order.
Let’s Talk Strategy!
Most businesses confuse plans for strategy. Don’t be one of them.