The medical definition of strategy is, roughly, change that contributes to successful evolution. Think about this in terms of your business. Isn’t that the end goal – successful evolution? What’s notable here is that nature evolves through a series of trials and errors, and the organisms that adapt in more successful ways are the ones that survive. In business you can ill-afford the luxury of trial and error, so establish desired progress by making goals and objectives. But strategic planning can’t stop here. The way to insure your company doesn’t end up a dead branch on the evolutionary tree is by coupling goals with the ability to deliver.