Strategy seems to be something we all know what it is, but not everybody knows what is it for and what is its practical use. It is also a word widely used by the media under the most diverse situations. Business management literature is full of attempts to clarify what strategy means and we do not intend to review this issue here. We just want to review its essence, with simplicity by applying common sense.

We may for instance understand Strategy as the art of applying resources and means for achieving the desired goals. Otherwise, we may also consider it as the art of building up the future.

When we, executives come across the ability of building up the future in the organizations, we assume our ability to create value for this and other generations to come, and so we develop our creative potential. Creating value for the company and improving its collective creative potential may be the most important reasons for creating strategies.