The author examines the concepts of good strategy (a succinct description of a situation or problem at hand, followed by directions for action in order to solve the problem or use the situation by using strengths, not exposing weaknesses and concentrating resources in order to successfully emerge at the other end), bad strategy (not "no strategy" or "strategy that does not work", but rather the general listing of desirable outcomes and objectives without focus, concentration or indication on how to achieve those or even analysis of the situation at hand, but padded with fluffy language and lofty "concepts").
The book provides an in-depth description of both concepts and a number of examples and case studies for both.