# Plan and Strategy Are Tw... ! [ rw-book-cover] (https://pbs.twimg.com/profile_images/1785992663231053824/G3pg4Kkz.jpg) URL: https://twitter.com/Igor_Buinevici/status/1848725962193817915 Author: @Igor_Buinevici on Twitter  ## AI-Generated Summary None ## Highlights > Plan and strategy are two different concepts: > Planning is a process, while strategy is the logic behind it. > Many people mix up these terms, so let me clarify. >  ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725962193817915)) > The confusion comes from how we use the word "strategy." > Sometimes, we talk about "strategic marketing" or "strategic finance." > Other times, we describe a plan, like "My strategy to improve grades is to study 20% more each day." > However, in business, strategy has a precise meaning. ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725966316777599)) > If every plan was called a strategy, it will create confusion. > Here’s the difference: > ➟ Strategy is the logic behind how a company drives and captures value. > ➟ Planning is the process used to execute that strategy. > In short: > ➟ Strategy sets the goals; planning helps achieve them. ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725968992813237)) > A strategy explains why an organization takes certain actions. > In Jeroen Kraaijenbrink’s book, "The One-Hour Strategy," strategy is broken into key components: ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725971601658082)) > a) Defining the market: customers and competitors. > b) Choosing products or services (Magic). > c) Using assets and skills (Means). > d) Generating revenue (Money). > e) Taking advantage of opportunities (Momentum). > f) Understanding the purpose behind actions (Meaning). ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725974135017486)) > This framework describes an organization's strategy - whether implemented now or planned for later. > None of this refers to a specific plan. > A plan outlines the resources, steps and timeline to reach specific goals. > While plans align with strategy, they aren’t the same. ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725976454467748)) > Goals come from the strategic logic and direct the planning process. > This distinction is important because many organizations believe they have a strategy but are only operating with plans and goals, missing the logic behind creating value. ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725978677428478)) > Now, ask yourself: > Does your company have a real strategy, or is it just following plans? > Adapted from my friend Jeroen Kraaijenbrink. ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725981185667474)) > 📌 Want a high-res PDF? > 1. Follow me [Igor_Buinevici](https://twitter.com/Igor_Buinevici) > 2. Subscribe to my newsletter at https://t.co/TpUBfP57I4 > You’ll get this PDF (+15 others) directly in your welcome email! ([View Tweet](https://twitter.com/Igor_Buinevici/status/1848725984964677800))