PurposeTo unravel three strategy-related concepts, frequently confused as one, by introducing the new concept of nonstrategy and proposing a novel threefold classification of strategy, nonstrategy and no strategy.Design/methodology/approachBuilding on some key insightful definitions of strategy, the paper infers five essential attributes of strategy. These, in turn, are used to introduce the new concept and classification.FindingsThe paper makes clear distinction between the different concepts of strategy, nonstrategy and no strategy that are usually confused in the literature.Research limitations/implicationsThe paper calls for a reexamination of what strategy is, how it can be better operationalized, how it should be distinguished from nonstrategy and no strategy and how strategy evolution and drift can be tracked.Practical implicationsThe paper clarifies what constitutes strategy, gives practitioners directions on how to strategize and warns against the potential of malpractice that produces nonstrategy.Originality/valueThe introduction of the new concept of nonstrategy and the development of a new classification that distinguishes three concepts that are usually confused as one.