Companies use the word “strategy” more than ever, while strategy consultants with MBAs march the halls of companies penning sensible “strategic plans” that boards enthusiastically approve. Yet companies with a unique perspective on why customers spend with them and how they will win in their chosen space are in the minority.

In this special edition of the podcast we speak about strategy with Roger Martin, one of the most influential minds in business and a trusted strategy advisor to global CEOs. In conversation with ReD partners Filip Lau and Iago Noguer Storgaard, Roger outlines the sorry state of strategy today and explains why it is in danger of becoming a lost art.

What is the difference between a “strategic plan” and an actual strategy? Why are traditional strategy consultancies actually selling project management services? And how might revisiting the teachings of Aristotle help us come up with better strategies in today’s business world?