Strategy as a set of choices that shape budgets and daily work, and the management systems that support it. When standards create an advantage and when they only add paperwork.
An ISO certificate on the reception wall proves that a company follows documented procedures, which is also true of most of its competitors, so the strategic question is what the system adds beyond the badge.
A revenue target for five years from now tells managers where the company wants to be, but not what to stop doing on Monday, and that gap is where most strategic plans quietly die.