"we focus on the overall end-user experience, not just hardware or software." sounds like strategy to me (perhaps it needs to become a little bit more elaborate

"we focus on the overall end-user experience, not just hardware or software." sounds like strategy to me (perhaps it needs to become a little bit more elaborate than that, but strategy at least). Imo, Strategy at a high level is high level guidance. What is important to focus on and what should we not focus on (and preferably why). Some companies do however have these sneaky strategies like emergent strategy that is not set from the top but let it emerge along the way, possibly from the bottom up, based on the culture or whatever. Some companies simplify it to the extreme with the "simple rules" strategy (1-3 simple rules which steers the company, such as "turnover first, profit later"). Strategy can be very important, but usually takes a lot of time to affect the bottom line. You don't need a strategy (well, that in itself is kind of a strategy). Anyhow, the rest (the implementation/execution) is always more important - just add with startups (the idea is 1%, execution 99%).