Let’s start with a question:
When someone in your business says “strategy,” what do they actually mean?
Be honest.
Because the more people we ask, the more vague, generic, or downright confusing the answers tend to be.
“It’s about being long-term.”
“It’s what the leadership team does.”
“It’s about goals… or tactics… or maybe both?”
“I’m more strategic these days.”
Right.
Here’s the uncomfortable truth:
Strategy has become one of those words we all say, and few can define.
And when language loses clarity, behaviour follows.
We drift.
We dilute.
We get busy but not better.
Strategy: A Word With History (and Bite)
Let’s rewind.
The word strategy comes from the Greek strategos – a military term meaning “generalship”. The role of a strategos?
To understand the terrain, assess the enemy, and lead people towards victory.
It wasn’t about writing a document. It was about winning the war. On purpose.
So when we talk about business strategy, let’s not complicate it.
At its core, a strategy answers three things:
- Where are we now? (Current facts, figures, and feelings)
- Where do we want to be? (The clear, compelling future state)
- How are we going to get there? (The choices, focus areas, and actions that matter most)
That’s it.
Everything else is a layer, not a replacement.
So Why Has Strategy Lost Its Edge?
Because somewhere along the way, strategy became a buzzword.
Something you say to sound important.
Something you workshop once a year.
Something you shove in a slide deck and forget about three days later.
We’ve mistaken sounding strategic for doing strategy.
And it shows:
- Endless activity with no unifying direction.
- Confused teams pulling in different directions.
- Growth plans that are just… revenue targets in disguise.
Strategy is a Set of Decisions, Not a List of Dreams
A real strategy is clarity in motion. It tells your team:
- What we’re saying yes to.
- What we’re saying no to.
- Where we’re headed and how we’ll know we’re making progress.
It’s not about being clever. It’s about being clear, courageous, and consistent.
So, What Strategies Should You Actually Have?
Here’s where we bring it back to revenue growth. Because, let’s face it, that’s where most businesses either thrive or stall.
Ask yourself:
- Do you have a Sales Strategy?
How are you winning new business?
What’s the plan, the playbook, the rhythm? Or are you still winging it? - Do you have a Customer Experience Strategy?
How are you keeping customers loyal, engaged, and loving the ride?
What are the key touchpoints that matter most and are you owning them? - Do you have a Customer Growth Strategy?
How are you developing your existing relationships?
What’s your plan for increasing value, deepening trust, and spotting opportunities before your competitors do?
If your answer to any of the above is vague, fuzzy, or “we sort of have one”…
You don’t have a strategy.
You have a vague intention.
Top Tips for Sharpening Your Strategy
- Define it before you design it.
Get your team to write down what they think strategy means. Compare notes. Align definitions before you align direction. - Write in plain English.
If a 14-year-old wouldn’t understand it, rewrite it. Jargon doesn’t make it smarter. - Build backwards from the future.
Describe the future as if it’s already happened. Positive, present tense. This creates energy and ownership. - Focus on the few things that matter most.
Strategy isn’t about covering every base, it’s about choosing your battleground. - Use signals, not just scores.
Yes, measure your KPIs and remember to also track human signals. What are you hearing? Seeing? Feeling in the business that tells you you’re on the right path?
Top Tips for Sharpening Your Strategy
- Define it before you design it.
Get your team to write down what they think strategy means. Compare notes. Align definitions before you align direction. - Write in plain English.
If a 14-year-old wouldn’t understand it, rewrite it. Jargon doesn’t make it smarter. - Build backwards from the future.
Describe the future as if it’s already happened. Positive, present tense. This creates energy and ownership. - Focus on the few things that matter most.
Strategy isn’t about covering every base, it’s about choosing your battleground. - Use signals, not just scores.
Yes, measure your KPIs and remember to also track human signals. What are you hearing? Seeing? Feeling in the business that tells you you’re on the right path?
Final Word: Clarity Is Contagious
If you want your team to think and act more strategically, don’t start with a tool or template.
Start with language. Start with clarity. Start with the truth.
Because when strategy regains its meaning, momentum follows.
And businesses that move with clarity?
They don’t just grow.
They lead.
