Differentiating 'Strategy' from 'Business as Usual'

Periodically, someone will ask for an example to illustrate the difference between how strategists and most leaders think about the world.  Here's a great example, borrowed from a dear friend:

Asked about Starbuck's organizational intent, a typical businessperson might say:

“Leverage a distinctive brand plus coffee buying, production, and marketing systems to achieve premium pricing and global dominance....”

When in reality, their strategic intent says:

“Sell back to a busy customer the 20 minutes each day she will look forward to the most....”  

 

Thanks for the great example, J.P.