Strategy guides leaders to operate in ways that help them gain a sustainable advantage over their competitors. Simply stated, it reflects how the business, for profit or non-profit, competes in the markets and industries in which they are engaged. Achieving business alignment requires aligning the Strategy with their Vision and Mission. When a business's operational environment changes (and it always does!),these three elements must be reviewed for relevance, one against the other. This is especially true of the Strategy with its direct link to how and with whom the business competes. As industry competitors change their business models and/or new competitors arrive in the marketplace (and they always do!), the business Strategy must change, or it quickly becomes irrelevant in today's fast moving business environment.

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