Roger L. Martin's 'A Plan Is Not a Strategy' Video Exceeds 6 Million Views

Management expert Roger L. Martin's influential video, "A Plan Is Not a Strategy," has surpassed the 6 million view mark on YouTube, achieving this milestone in just over three years. The former dean of the Rotman School of Management announced the achievement via social media, stating, "My A Plan is not a #Strategy video just crossed the 6 million view mark, in only 3 years and bit. Apparently most viewed strategy video out there." This significant viewership underscores the video's widespread impact on business leaders and students globally.

Released by Harvard Business Review in June 2022, the video critically examines the common misconception that planning equates to strategy. Martin articulates that a true strategy is an "integrative set of choices that positions you on a playing field of your choice in a way that you win," contrasting it with mere planning, which often involves a list of comfortable but incoherent activities. He emphasizes that while planning focuses on controllable costs, strategy aims for competitive outcomes in an unpredictable market.

The video's rapid ascent to 6 million views highlights its resonance within the business community. It previously reached 2 million views in eight months and 3 million in just over a year, consistently outperforming other strategy-related content. Its clear articulation of strategy principles has led many to consider it a foundational resource, often referenced in management and strategy courses.

Roger L. Martin is widely recognized as one of the world's leading thinkers on strategy, having served as dean of the Rotman School of Management and authored numerous influential books, including "Playing to Win." His work consistently challenges conventional business wisdom, offering practical frameworks that help organizations develop more effective and coherent strategies. Martin's ability to distill complex concepts into accessible insights has cemented his reputation as a trusted advisor to global corporations.

The video's enduring popularity stems from its ability to clarify a fundamental business concept that many find confusing. Comments from viewers praise its insightful and practical approach, with many noting how it has reshaped their understanding of strategic thinking. Its direct and engaging presentation provides a valuable counterpoint to vague strategic planning exercises, empowering viewers to pursue genuine competitive advantage.