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Roger Martin discusses the long-standing concept of planning, which has evolved into a discipline called strategy, leading to the term "strategic planning." However, he emphasizes that strategy and planning are not the same; combining them does not enhance effectiveness. He critiques common business practices labeled as strategic planning, noting they often lack true strategic depth. Instead, these activities—like improving customer experience or launching new initiatives—do not yield satisfactory results if a clear strategy is absent. Martin defines strategy as an integrative set of choices that positions an organization effectively in its environment.