Exploitation of words of power in strategy names Many strategies are named using similar words of power. The purpose is clearly to embody in the name of the strategy a sense of energy and direction capable of attracting and holding attention. Using a military metaphor, the intent is to mobilize. At a time of rising apathy, there is obvious value in taking this approach. Policy-makers, and those responsible for implementing such strategies, are however faced with a constraint.
Strategies tend to emerge as a political compromise between warring factions.
It is expected that a strategy should appear inspiring to the public. The 'spin doctors' of public information departments use all their skills to cultivate that appearance. This may also be vital to improving morale within organizations whose actions are expected to be governed by the strategy. Such skills are therefore used to make of the strategy more than it really is, without stretching credibility to the point of rejection. Public information departments thus benefit from a form of 'poetic licence' which they exploit unashamedly in extolling the virtues of a strategy.