The buzz about strategy

<jats:p>&lt;p&gt;This commentary discusses the evolution of the concept of strategy and how certain key, core principles are often overlooked. Also discussed are the strategic importance of professional communicators to organizations. The author discusses the many challenges holding back consistently strategic management. Thinking strategically is hard. It inherently implies considering a multitude of diverse and dynamic factors when making decisions. Often, multiple stakeholders with different perspectives and motivations are involved. The author concludes with a discussion of how business professionals can apply strategic principles immediately, citing the adage, “Measure twice and cut once.”&lt;/p&gt;&lt;p&gt;©Journal of Professional Communication, all rights reserved.&lt;/p&gt;</jats:p>