 STRATEGY – is a word that we may often find ourselves using in

daily conversation.

 We analyze team “strategies” in basketball games 

 We “strategize” whenever we play board games such as chess or
checkers 
 We also admire the “strategy” of a feisty lawyer in legal
television dramas

Thus STRATEGY: 
 Is something that seems to happen ahead of the actual
implementation.
 It implies a semblance of premeditation or planning
 In lay terms, is a way to get to Point A to Point B.

PORTER’S CRITERIA FOR CREATIVE STRATEGIES

 Michael Porter (1996), recognized as an authority in strategy,
noted that strategy should lead to sustainable competitive
advantages and he explained what an effective strategy should and
should not be:
1. The strategy should not be about operational effectiveness.
2. The strategy should be about unique activities.
3. The strategic positions require trade-offs.
4. The strategy should fit the strategist in order to be sustainable.
5. The strategy needs to be constantly revisited.