I’ve seen it in boardrooms and team meetings – time and again. Someone says the company’s strategy is to grow revenue by a certain percent over the next year – or five.

That’s not a strategy. That’s a goal. Am I focusing too much on semantics? Maybe. But I’ve seen too often how conflating goals and strategy can lead to trouble.

I’m starting the new year with this thought on my mind: the more things change, the more they stay the same.

Chances are, one of your concerns for 2026 is how to make your business more visible to Large Language Models (LLMs) such as Open AI’s Chat GPT and Google’s Gemini. If you’re not already thinking about it, I’d suggest you start.

I’ve seen it in boardrooms and team meetings – time and again. Someone says the company’s strategy is to grow revenue by a certain percent over the next year – or five.

That’s not a strategy. That’s a goal. Am I focusing too much on semantics? Maybe. But I’ve seen too often how conflating goals and strategy can lead to trouble.