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Roger Martin discusses the longstanding concept of planning, which has evolved into what is often referred to as strategic planning. However, he emphasizes that strategy and planning are not the same, and combining them under the label of "strategic planning" can be misleading. He critiques most business strategic planning as lacking true strategy, instead consisting of a mere list of activities, such as improving customer experience or launching new programs, which do not guarantee success. Martin asserts that genuine strategy is defined as an integrative set of choices that positions a company effectively, distinguishing it from simply planning actions.