Strategy is about making a whole series of choices about one’s goals, priorities, resources, and risk tolerance. Strategy involves choices that respond to others’ actions and to changes in the environment. Sometimes all of the available choices will be less than optimal. Almost never is there a single perfect solution to a given problem—strategic choices require tradeoffs. Overwhelmingly, though, strategic aims and choices are framed in terms of winning and losing; this tendency, however, reflects poor strategic thinking and leads to false choices about what can and should and must be done. The language of strategy requires more options, more nuance, and better metaphors.