To me, strategy is an informed, measurable decision about the direction you wish to take. Tactics help you get there.
Strategy says: ”We will move our people East so they can have a better quality of life”
Tactics say if you travel at night, by foot or by plane, how you will eat and rest, who will carry what…
A strategy need not always be about being bigger, better, different or making more money. A strategy need not always be about ‘success’ as an outsider would see it.