Why is strategy such a difficult and misunderstood term? One explanation is given by Richard Rumelt in his book Good Strategy / Bad Strategy published in 2011. As engineers we are usually very action oriented. There is less concern that actions are aligned, that they support one common approach and that they target the now most critical challenge to address. This needs to be inverted. First make an analyses find out and prioritize the now most critical challenge or problem. After that decide what the approach should be to meet the challenge and then think about what actions you need to do to meet the one challenge in focus. As Richard Rumelt puts it: “strategy is essentially problem solving” and “you can’t solve a problem that you have not identified”. May sound simple but this is for some reason quite hard to do. It takes guts to focus on one challenge, but it you do things can move forward faster and more efficiently.