Currently, there are three overused words: strategy,process and alignment. In fact these are not only overused (or abused) wordsbut also wrongly applied. Clearly we cannot underestimate their convincing power,nevertheless, they are vainly used with the aim of showing off and/or to gaintime, to be valued, or yet to complicate what is simple. Strategy is a word stolenfrom the military to the business world. Its original definition is the art ofthe general, or yet, how he (the general) based on his intelligence andexperience, analysis of the environment, would make use of the resources athand to meet his objectives (win a battle, gain time or whatever). Process isderived from the word journey being related to advancement, progress,continuity, movement. It is a series of actions or activities carried to reacha determined end. Its twobasic characteristics are movement and continuity. Alignment is theadjustment to a line, an arrangement in a straight line, or yet, the adjustmentof the parts in relation to each other. In summary, strategy is plan; processis a series of activities to reach an end; and, alignment is the ordering ofthe resources in relation to the objective. In common these 3 words have theend (goal, objective). Without it (the end, goal or objective) they are nothingexcept empty words. And these 3 words to have a meaning they need to beconjugated with the following 3 other (words): work, common sense and execution!Work results from the application of effort (applied force), exercise(transpiration) and ability. Execution is to put something in practice; turninginto reality what has been defined. And, finally, common sense is product ofthe interaction of man with the environment through senses. It is the facultyof perception; the sense of value of something. Strategy demands execution;process demand common sense; and alignment demands work! "Do you not knowthat in a race all the runners run, but only one gets the prize? Run in such away as to get the prize. Everyone who competes in the games goes into stricttraining. They do it to get a crown that will not last, but we do it to get acrown that will last forever. Therefore I do not run like someone runningaimlessly; I do not fight like a boxer beating the air. No, I strike a blow tomy body and make it my slave so that after I have preached to others, I myselfwill not be disqualified for the prize." (Saint Paul)rbatistajr@2bpartnersconsulting.com | Advisory Board |Interim Management......Existem,atualmente, tres palavras sobreutilizadas: estrategia, processo e alinhamento.De fato nao apenas estao sobreutilizadas (ou abusadas), mas, tambem, aplicadasde maneira erronea. Claro que nao podemos subestima-las e ao seu poder deconvencimento, no entanto, sao proferidas em vao com o objetivo de demostrarconhecimento e/ou para ganhar tempo, valorizar-se, complicar o que e simples.Estrategia euma palavra "roubada" do vocabulario militar para o nosso dosnegocios. Sua definicao original e a arte do general, ou ainda, como ele combase em sua inteligencia e experiencia, alem da analise do ambiente, faria usodos recursos a disposicao para atingir seus objetivos (vencer a batalha, ganhartempo ou qualqueira). Ja processo e derivado da palavra jornada tendo relacaocom avanco, progresso, continuidade, movimento. Trata-se de