3 misused strong words

3 misused strong words: strategy, process and alignment!

Currently, there are three overused words: strategy, process and alignment. In fact these are not only overused (or abused) words but also wrongly applied. Clearly we cannot underestimate their convincing power, nevertheless, they are vainly used with the aim of showing off and/or to gain time, to be valued, or yet to complicate what is simple.

Strategy is a word “stolen” from the military to the business world. Its original definition is the art of the general, or yet, how he (the general) based on his intelligence and experience, analysis of the environment, would make use of the resources at hand to meet his objectives (win a battle, gain time or whatever).


Process is derived from the word journey being related to advancement, progress, continuity, movement. It is a series of actions or activities carried to reach a determined end. Its two basic characteristics are movement and continuity. Alignment is the adjustment to a line, an arrangement in a straight line, or yet, the adjustment of the parts in relation to each other. In summary, strategy is plan; process is a series of activities to reach an end; and, alignment is the ordering of the resources in relation to the objective. In common these 3 words have the end (goal, objective).

Without it (the end, goal or objective) they are nothing except empty words. And these 3 words to have a meaning they need to be conjugated with the following 3 other (words):

work, common sense and execution!

Work results from the application of effort (applied force), exercise (transpiration) and ability.

Execution is to put something in practice; turning into reality what has been defined. And, finally, common sense is product of the interaction of man with the environment through senses. It is the faculty of perception; the sense of value of something.

Strategy demands execution; process demand common sense; and alignment demands work! "Do you not know that in a race all the runners run, but only one gets the prize? Run in such a way as to get the prize. Everyone who competes in the games goes into strict training.

They do it to get a crown that will not last, but we do it to get a crown that will last forever. Therefore I do not run like someone running aimlessly; I do not fight like a boxer beating the air. No, I strike a blow to my body and make it my slave so that after I have preached to others, I myself will not be disqualified for the prize." (Saint Paul)

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