As an Executive Assistant, stepping into a more strategic role means understanding the difference between strategy and planning—two concepts that are often confused but serve distinct purposes in business. By mastering both, you can better support your executive, contribute to high-level decision-making, and ensure that strategic goals translate into actionable results.
What is Strategy?
Strategy is the big picture. It defines the long-term vision and direction of an organisation, department, or initiative. A well-defined strategy answers fundamental questions such as:
✅ Where are we now? (Current state)
✅ Where do we want to be? (Future vision)
✅ How will we get there? (Strategic approach)
At its core, strategy is about setting goals—broad, long-term aspirations that guide decision-making. These goals should align with the organisation’s mission, competitive landscape, and market opportunities.
Real-Life Example of Strategy in Action
Corporate Expansion Strategy: A retail company wants to expand into e-commerce. The strategy might include:
Developing an online store over the next two years
Partnering with logistics companies for fast delivery
Positioning the brand as a premium online retailer
🔹 Executive Assistant’s Role:
Researching industry trends and competitor strategies
Coordinating high-level meetings with potential e-commerce partners
Preparing reports on customer demand and digital marketing trends
How an Executive Assistant Contributes to Strategy
Understanding Business Goals – Aligning daily activities with the company’s long-term vision.
Providing Insight – Analysing data, trends, and reports to support goal-setting.
Stakeholder Management – Building relationships that support strategic objectives.
Change Management – Assisting in implementing new business directions.
Risk Awareness – Identifying potential threats that may hinder the achievement of goals.
What is Planning?
Planning is the step-by-step execution of a strategy. If strategy defines the destination, planning is the roadmap that gets you there. It involves setting objectives—specific, measurable actions that lead to achieving strategic goals.
Effective planning requires:
✅ Clarity – Defining objectives that break down broader goals into actionable steps.
✅ Organisation – Structuring activities in a logical sequence.
✅ Flexibility – Adapting to unforeseen changes while staying on course.
Real-Life Example of Planning in Action
Corporate Expansion Strategy Execution: Using the e-commerce strategy example, the planning process could include:
Q1: Research online platforms and secure partnerships
Q2: Develop website and logistics infrastructure
Q3: Launch marketing campaign and soft launch
Q4: Full-scale rollout and performance review
🔹 Executive Assistant’s Role:
Scheduling and tracking project milestones
Organising executive meetings to review progress
Ensuring follow-ups and aligning resources effectively
How an Executive Assistant Contributes to Planning
Agenda and Meeting Coordination – Ensuring discussions focus on goal progress.
Project and Task Management – Breaking down complex goals into actionable steps.
Time Management – Keeping executives focused on high-value tasks.
Monitoring Progress – Tracking key milestones and adjusting plans as needed.
Crisis Handling – Responding to disruptions while keeping plans on track.
Key Differences Between Strategy and Planning
Aspect | Strategy | Planning |
Focus | Long-term vision and direction | Short-term actions to achieve the vision |
Timeframe | 3-5 years or more | Weekly, monthly, or yearly |
Questions It Answers | “Where do we want to be?” “How do we compete?” | “What steps do we take?” “When should it happen?” |
Example | Expanding into international markets | Hiring local teams, setting up operations |
Bridging the Gap Between Strategy and Planning
A strategic Executive Assistant does more than manage schedules—they act as a key link between vision and execution by:
🔹 Translating Strategy into Action – Helping break down high-level goals into manageable tasks.
🔹 Managing Stakeholder Relationships – Ensuring smooth communication between leadership and teams.
🔹 Tracking Progress – Keeping an eye on milestones and flagging delays.
🔹 Aligning Meetings with Strategy – Ensuring executive discussions are focused on strategic priorities.
🔹 Anticipating Risks – Identifying challenges before they become obstacles.
Final Thought
An Executive Assistant who understands both strategy and planning becomes indispensable. By balancing the big picture with day-to-day execution, you elevate your role from an administrative function to a key strategic enabler within your organisation.
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About the Author: Richard Arnott, BA, FInatAM, FIToL, is a Director of BMTG (UK) Ltd, and the author and lead presenter of the groundbreaking, globally recognised Advanced Certificate for the Executive Assistant: ACEA® program. Richard also sits on the editorial board of Lucy Brazier OBE Executive Support Magazine.
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