connecteddale

The strategy conversation you can only have here

Out beyond the place of good and bad strategy, there is a field, I’ll meet you there

Dear Team,

Brace yourselves for the most exhilarating challenge of your careers: the crafting of the perfect strategy. Yes, it’s finally here—the strategy so pristine, so flawless, that we’ll never actually need to put it into action. This, of course, will be the ultimate good strategy.

Why bother with the messy unpredictability of reality when we can luxuriate in the theoretical perfection of a plan that accounts for everything? Market upheavals, global pandemics, and naturally, the inevitable arrival of the singularity.

Please cancel all meetings, holidays, and any faint glimmers of a personal life. We will be locking ourselves in the boardroom, fortified with enough coffee to power a nation, until we create the Mona Lisa of strategic plans. And when it’s finished, we’ll place it high on a pedestal where it can be admired—but never touched. Because who needs action when we can simply marvel at our own brilliance?

But.. as perfect as this sounds, I can’t shake this tiny, pesky counter-argument that’s been buzzing in the background. What if—just what if—strategy isn’t about being good or bad at all? 🤔

To perfection!

Your CEO

(With a wink to John Cleese)

Everyone has a plan until they’re punched in the face.

This is exactly the same dynamic with strategy.

Richard Rumelt, a leading thinker in the field, argues that at the heart of any effective strategy is the crux - the core challenge. Addressing this makes everything else fall into place. But this isn’t about slapping a label on your strategy as good or bad. It’s about identifying what’s in your way and tackling it head-on.

1. A clear picture of the future
   You need a vivid picture of a more powerful position - a clear, measurable target. If your team can’t see the target, how can they hit it? Don't get caught up in terminology; it could be vision, your BHAG, your ultimate goal or purpose; generally, less is more and don't let consultants confuse you with too many terms. Remember the 3am test . This picture of the future is the bedrock of your strategy. Make it simple and make it powerful so that everyone can get behind it.
2. Alignment
   Your executive team—and their teams must be aligned. Everyone needs to know what they’re responsible for and how their work fits the bigger picture. They should emulate a synchronised swimming team and not an under-10 soccer team.
3. Engagement
   Create an environment where people are motivated to give their best. This isn’t just about making people feel good - it’s about driving results. People feel good when they achieve, and if your team isn’t engaged, your strategy is on a go slow or severly impaired.

Strategy is a journey of learning and adjustment. It’s not about nailing it immediately. It is about constantly realigning your actions with your vision. The real work isn’t debating whether a strategy looks perfect on paper - it’s about how it performs in the messy, unpredictable world out there. Failures aren’t disasters; they signal you need to tweak and improve. Success isn’t the finish line; it’s just a milestone to further improvement.

In practice, strategy isn’t a static plan; it’s a dynamic process. It’s not about being right; it’s about making progress. The real challenge isn’t crafting a flawless strategy but maintaining momentum, pushing through setbacks, and keeping your team aligned with your vision.

Strategy isn’t about whether it’s good or bad; it’s about whether it gets you closer to your goal. Stop worrying if your plan is “right” - focus on whether it’s working. If it isn’t, change it. Don’t wait for perfection. Act, adjust, and keep moving forward. And if it is working, look for ways to make things go faster.

Real progress happens in the field beyond the labels of good and bad strategy. It’s where you focus on results, not definitions. It’s where you align your team, create a clear vision, and build an environment that drives success. Strategy lives in action, not in theory.