I feel like this post concludes by validating the counterpoints about what it says isn't strategy. Each of these things show self reflection. If self-reflection is what makes for good strategy, then these are certainly trying to take steps in the right direction.

A vision statement is the product of reflecting on who are we. Checklists and templates are products of reflecting on how we do things. Goals are a product of reflecting on who we think we could be tomorrow.

If I were to venture out, a lot of these things are part of a good strategy. And yes, if you set bad goals or have bad checklists or have a bad vision statement, it might just be that the self-reflection was poor. Imagine if Airbus made a checklist of “[X] Don’t let the plane crash into the ground”, probably not rooted in deep reflection.

The book they reference is quite good, though.