Strategy as a term is war-based. It was developed with an idea of borders and resource grabs. Does it apply to a global world with internet and a need to focus on sustainability? Words evolve in meaning, still rooted to the past but staying relevant to shifts in culture. I like this Princeton WordNet definition of stratagem, “a maneuver in a game or conversation.” Games and conversations are best when they just keep going on and on. They are about the collective action, not the final prize. Keeping things borderless and sustainable are how we build a modern creative strategy.