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Stratography: the art of conceptualizing and communicating strategy

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>09/2011
<mark>Journal</mark>Business Horizons
Issue number5
Number of pages12
Pages (from-to)435-446
Publication StatusPublished
Early online date26/05/11
<mark>Original language</mark>English


Representations of strategy tend to either be so generalized as to have little real meaning for employees, or go into such detail that people struggle to understand what is really required. The problem is this: a strategy not understood by those charged with implementing it is as bad as, or even worse than, not having a strategy at all. In 1983, a classic Business Horizons article by Karl Weick highlighted the importance of using graphical approaches to overcome strategy relation challenges; however, since then, little has been written regarding how managers might accomplish this successfully. Our article argues that individualized drawings of strategy, or what we term ‘stratography,’ could enable more effective conceptualization and communication of the strategic complexity that organizations face and the paths they are seeking to follow. Herein, we employ the latest thinking in cartography, educational philosophy, optics, graphic design, and military protocol to outline seven good practices of effective stratography.