A. The term came from a 1987 HBR article by Henry Mintzberg. His view is that the most productive and real world way to view strategic management is not the strategic planning model, but rather one that merges the formulation of strategy with it's implementation. He uses the example of a potter at a wheel molding a lump of clay: she likely doesn't know at the start what it will be exactly, rather, she interacts and works the clay. In an enterprise, we work and do, get results or not, then try other initiatives. We keep what works, and slough off the rest, just like the potter at a wheel. In a sense, the crafting strategy idea is one I like, and is consistent with an approach I call "small victories" which is the pilot small scale testing of ideas, products, and executions in the field.