Most companies communicate strategy as a set of aspirations or good sounding platitudes. For example, a major European multinational had this to say in its annual report: “The key elements of our strategy are to continue our focus on delivering operational excellence, leverage the benefits of our integrated model, reinforce our technological leadership and make intelligent and disciplined investments.” In a similar vein, a U.S. global operator declared that: “Our strategy is based on four pillars: winning with our customers, leading with our culture, expanding our network and maximizing our performance.”