Deliberate vs emergent strategy? A best of both world solution

There are many dichotomies in strategy theory, perhaps that is why there is still no accepted definition of what strategy is. One of the most fundamental debates of right and right (a dichotomy is like a paradox where two apparently opposing views of a subject can still be right – at the same time) are the two extremes of deliberate vs. emergent forms of strategy formulation.

Those proposing the former are in the majority. Strategic planners set out to develop a deliberate and structured (3 to 5 year) strategic plan that is derived each year in much the same way that a budget is. This is a favoured approach; it provides enough certainty to make strategic decisions in the here and now, as well as grounds for explanation when the assumptions relied upon to make the ‘plan’ turn out to be less reliable than first thought.

Those proposing the latter are more freewheeling in their thoughts. They believe that strategy is unstructured and simply evolves over time. They encourage an environment of experimentation, innovation, and learning as a means to empower organisations to adapt to change as plans and circumstances change. Members of this group express distain for static planning. They believe their approach is more relevant as it is automatically responsive to change, thereby negating the need to explain and what went wrong and rather relate decisions to what is obviously ‘right’.

Can a middle ground be found? Well yes. The research arm of PHSANDL, the Strategic Management Institute has reached a definition of strategy which satisfies both. It is:

“A preparedness to adapt to foreseen and unforeseen change initiated because of factors beyond the firm’s control; and, an ability to invent acts of deliberate change created because of decisions taken within the firm’s control.”

We think the methodology behind this definition goes a long way towards a best of both world solution to the dichotomy presented. This definition provided the grounding for the approach to strategy that we refer to as Third Wave Strategy - a topic you can explore in detail on this web site or in more detail in the CSOsandbox platform.