It’s a word that is so overused in the business world that it has almost lost its meaning. Everyone has a strategy… for everything. I wouldn’t be surprised to hear of the existence of a ‘Visiting the Bathroom strategy’ or a ‘Having my lunch strategy’, such is its ubiquity. Look at my personal portfolio, even I’m at it! A digital technology strategist of all things!
It’s time to reclaim the word, to give it some real meaning, to rescue it from the mire into which it has descended. If not for its own sake, then certainly for mine; I’ll never be taken seriously otherwise.
Luckily, that’s exactly what Howard J. Malham Jr. – or simply Malham from this point on – is aiming to do in his book: I Have a Strategy (No, You Don’t) - The Illustrated Guide To Strategy. It sounds like a lofty subject and you might expect a rather dry examination of the subject, given the length of the title, but it’s anything but that. Short, simple, fun (yes, fun) and easily digested, Malham’s book is surprisingly effective.
Malham – just who is he?
Howard J. Malham Jr. is a Co-founder and Director of Insight Labs, a Chicago-based consultancy that works on some of the world’s (read United States) biggest challenges and issues, from the state of schooling to the future of healthcare. It’s this experience, born out of trying to make sense of seemingly impenetrable challenges, that is distilled down into the book.
So this tells me what a strategy is? Right?
For Malham, a strategy is simple defined as:
A planned, doable sequence of actions designed to achieve a distinct, measurable goal.
That’s it. Simple and easy.
Malham’s book comes to life through a few carefully selected examples and the ongoing commentary from Gary and Larry – two cartoon characters that explore the serious page content a little less seriously. They’re not always funny, but it’s a nice change of pace and certainly isn’t an unwelcome addition, keeping the writing light and away from the self-satisfied navel-gazing that some ‘business’ books descend into.
The examples he uses are, by and large, good ones, including Boeing versus Airbus, and even US foreign policy. If I had one criticism, there are some smaller examples, such as REDF and AGC (academy for Global Citizenship), that although being worthy, are not recognisable. It’s a small criticism, but some readers might want to see Malham’s obviously incisive mind to throw light on some more well-known brands (Nike versus Reebok, Apple versus the computer industry, Apple versus the music industry… you get the idea).
Within each example, the elements of the strategy are broken down, supporting his initial definition:
- Series of actions
- Measureable goal
It’s clear and precise, which is exactly…
Why you should read it
Malham applies a light touch to the misconceptions around strategy. In a world full of weighty tomes on all matter of subjects, it’s a pleasure to pick up something that is as simple and concise as ‘I have a Strategy’. And the best thing about it is, because of its brevity, you really remember what you have read. It makes the book actionable.
And isn’t that the point?
Have you read the book? What did you think? Have you changed your behaviour or your approach to business strategy as a result? Let me know your thoughts in the comments.
Disclaimer: This is an independent review based on a copy of the book supplied to me. I have no business relationship with Howell J. Malham Jr., InsightLabs, or Wiley (the publishers). I have not received any monetary incentives or payments, but they did let me keep the book, which was nice. I don’t need to write this bit, but I think it’s always good to be completely transparent.