The Importance of a Real Strategy: Why So Much “Strategy” isn’t Strategy

As I begin my journey of building a business focused on executing strategic initiatives, I’ve been diving into No Bullsh*t Strategy by Alex M H Smith. This book resonated with me because, after sitting in countless boardroom “strategy meetings” that never seemed to touch on real strategy, I found myself searching for clarity. What I loved about this book is how it cuts through the noise—it breaks down the complexity of strategy into simple, actionable steps while highlighting common traps that so many businesses fall into. If you’ve ever left a strategy meeting wondering why no actual strategy was discussed, this is the book you need to read.

This is my synopsis of the book No Bullsh*t Strategy by Alex M. H. Smith and why you should pick it up if you’re interested in developing out a real strategy for your organisation.

In the fast-paced world of business, it’s easy to get swept up in setting lofty goals and making bold statements about growth, innovation, and market leadership. But here’s the harsh truth: most businesses don’t have a real defined strategy. In fact, according to Alex M H Smith’s book No Bullsh*t Strategy, approximately 98% of businesses are operating without a true strategy, even if they think they have one. Instead, they’re getting by with a mix of objectives, goals, and fluffy statements that have little impact on their long-term success.

So what’s the difference between having a real strategy and just coasting along with a series of well-meaning goals?

BS Strategies: More Common Than You Think

Smith calls out several common types of “BS strategies” that plague businesses today. Maybe you are guilty of falling into one of these traps, I certainly am. They include:

1. Goals as Strategy – Simply setting goals like “increase revenue by 20%” is not a strategy. It’s a target. It doesn’t explain how you’ll achieve that outcome or why customers should choose you over your competitors.
2. Generic Strategies – Strategies that sound impressive but lack substance, such as “become the market leader” or “focus on innovation.” They are broad statements that don’t create unique value or competitive advantage.
3. Fluffy, Unactionable Strategies – Many companies confuse strategy with jargon-filled mission statements or abstract ideals. These don’t give employees a clear path forward or differentiate the business in the market.

All of these common traps lead to businesses following the status quo or “figuring it out as they go,” costing them significant revenue and competitive edge. Without an actionable strategy, companies end up making decisions on the fly, reacting to competitors, and failing to create long-term value. While businesses are ultimately able to continue to operate in this way and even perform well, they aren’t achieving their full potential and waste a lot of time and energy scrambling to get things done.

What Is Strategy Really?

The best strategies align the entire organisation under a single direction, provoke new ideas, and most importantly, are understood by everyone in the company. According to Smith, strategy is about articulating the unique value your business provides to the market. It’s not about doing what everyone else is doing, but about finding and leveraging the hidden strengths of your business that create fresh market space.

Smith argues that many businesses don’t need to create a strategy from scratch. Instead, they should look for latent opportunities already present within the business—tendencies that, if amplified, can connect with market needs in ways competitors haven’t thought of yet. This is where the power of a real strategy lies: in uncovering what makes your business special and leveraging it purposefully.

Turning Ideas into Usable Strategy

One of the most powerful ideas from No Bullsh*t Strategy is that the thinking behind a strategy is only half the battle. A real strategy must be actionable—it has to be usable and clear enough for everyone in the company to follow. Smith even suggests that a “wrong but actionable” strategy is better than a perfect strategy that no one can execute. In other words, it’s not just about having the right ideas, but about making those ideas work in practice.

For a strategy to be usable, Smith emphasises the need to remove subjective language and ensure that it aligns the business in a coherent direction. It should provoke new initiatives and inspire the company to pursue opportunities outside of the crowded competitive space.

Why You Should Read No Bullshit Strategy

No Bullsh*t Strategy is an eye-opening read for any business leader who wants to gain a competitive advantage through actionable, focused strategy. It cuts through the noise of goals and objectives and gets to the heart of what makes a real strategy work. Whether you’re a founder, an executive, or just someone responsible for setting the direction of a team, the book will help you understand how to create a strategy that drives real, measurable results—one that every person in the business can rally behind and execute with confidence.

If you’ve been stuck in a cycle of setting goals without seeing real progress, it’s time to dive into No Bullsh*t Strategy and discover how to transform your approach. The book offers not just ideas, but practical steps for turning your business’s unique qualities into a source of competitive advantage. You’ll walk away with a clearer sense of direction and a strategy that’s primed for success.

Source

Alex M H SMith, No Bullshit Strategy A founder’s guide to gaining competitive advantage with a strategy that actually works, Matador (September 4, 2023) https://basicarts.org/book/

Author

Elliott Lovejoy-Hall | Co-founder | Quadrivium