Strategy Saying: In his excellent book Good Strategy Bad Strategy Richard Rumelt identifies these common strategy FAILs. Fluff: Fluff is a form of gibberish masquerading as strategic concepts and arguments. Failure to face the challenge: When you cannnot define the challenge, you cannot evaluate a strategy or improve it. Mistaking goals for strategy: Many bad strategies are just statements of desire rather than plans for overcoming obstacles. Bad strategic objectives: Strategic objectives are “bad” when they fail to address critical issues or when they are impracticable.