Strategy Isn’t a Document. It’s Decision, Direction & Discipline.

A few years ago, I worked with a growing company that had just finished a two-day offsite to create what they called “the ultimate strategy.” The CEO was proud. There were slides, vision boards, even a 5-year plan with colour-coded milestones.

But six months later? Nothing had changed. No progress. No momentum. When I asked the leadership team what happened, someone quietly said,

“We had the strategy… but we never really did anything with it.”

Sound familiar?

What Is Strategy—Really?

Strategy is one of those words that gets thrown around a lot. It sounds smart. It feels important. But it’s often misunderstood.

Let me simplify it.

Strategy is a choice. A choice about where to focus, how to move, and what to prioritise. It’s not a 40-page document or a set of KPIs. It’s a way of thinking—and acting—that helps you move from where you are to where you want to be.

You don’t need a “perfect” strategy. You need a working one that you can implement, learn from, and improve.

Three Common Misconceptions

1. Strategy = Planning

A plan is a list of actions. A strategy is a compass. One tells you what to do. The other tells you why it matters.

2. Strategy must be perfect before launching

Waiting for the “perfect” strategy is like waiting for all traffic lights to turn green before you start driving.

You don’t need perfect. You need progress.

3. Strategy is about the big picture only

Yes, vision matters. But if your team doesn’t know how today’s priorities link back to that vision, the strategy stays stuck in the clouds.

The 3-I Model: A Better Way to Think About Strategy

After years of working with leaders and teams—from public sector organisations to fast-moving startups—I’ve found that strategy succeeds when it follows a simple, iterative rhythm.

I call it the 3-I Model: 👉 Idea → Implementation → Iteration

1. Idea: Strategy starts with a clear idea

It could be a bold goal, a new market, or a unique advantage. But clarity matters more than complexity.

Take Netflix, for example. Their original idea?

“Let’s mail DVDs to people’s homes.” Simple. Bold. Focused.

That idea evolved over time—but the clarity of the initial strategy helped them move fast.

2. Implementation: Strategy lives or dies here

This is where most good ideas go to die.

Execution is hard. It requires buy-in, systems, conversations, and leadership at every level. You don’t need more slides—you need more momentum.

Think about IKEA. Their strategy isn’t just about affordable furniture. It’s about how they deliver it—flat-pack design, self-service warehouses, one-way store layouts. That’s implementation. Strategy brought to life.

3. Iteration: Strategy that doesn’t evolve, dies

Even the best strategy won’t survive unchanged. You’ll face surprises, setbacks, and shifts. That’s not failure—it’s feedback.

Look at Spotify. They started as a music streaming service. But over time, they adapted—investing in podcasts, personalisation algorithms, and AI-driven experiences. They iterated. They evolved. And they’re still playing to win.

So, What Should You Do?

If you’re a leader, founder, or changemaker, here’s my challenge to you:

• Don’t chase perfect strategy. Chase progress.

• Don’t write more documents. Create more clarity.

• Don’t wait for the world to align. Start moving, then adjust.

The strategy that changes your organisation is not the one in the boardroom. It’s the one your team lives every day, in decisions, actions, and behaviours.

Final Thought

Strategy is not a moment—it’s a mindset. And the organisations that win aren’t the ones with the most polished plans. They’re the ones that are best at turning ideas into action—and action into evolution.

💡 Idea → Implementation → Iteration That’s not just a model. That’s your strategy engine.

Let it run.

Want Help Crafting Your Perfect Strategy?

Send an enquiry about our Strategy Workshop—a full-day immersive experience where we work with you and your leadership team to answer the five most important questions that shape a strategy built for growth, alignment, and impact.

Let’s build a strategy your people believe in—and one your organisation can actually deliver.