In Chapter One, several, various authors describe what is in the word: strategy! With a variety of analogies and definitions of strategy, I personally related to John Kay’s article “What is Strategy.” Kay claims that many view strategy as expensive. This view of strategy has arose from the fact that many times consultants are hired to develop a strategy which can result in a costly endeavor. Strategy his also often know to mean important. When the word strategy is through into a business decision or conversation, the action becomes important. The third way that strategy is many times defined is to mean acquisitions and disposals. When a strategy is implemented, in the minds of most, an achievement is desired or sought to be gained. He mentions that although these views of strategy do not define what strategy really is, they are true conceptions that help to define what strategy looks like to the eye.