We’re often asked to create detailed communications plans—but without a clearly defined strategy, even the best plans can turn into busy work. This session is about understanding the crucial difference between a strategy and a plan, and why that difference matters for communicators.

We’ll draw on insights from strategist Roger Martin, who says real strategy is about making intentional choices that position your organization—or project—uniquely. I’ll walk through a real-world case study from my own work at Colleges and Institutes Canada.

Whether you’re creating strategy or just executing it, knowing how to spot what’s missing can make your work more meaningful and aligned.

You’ll learn how to:

• Avoid common pitfalls when jumping straight to tactics
• Recognize when strategy is missing
• Ask the right questions to clarify direction and purpose
• Use simple tools to build plans that integrate strategy effectively