If strategy isn't fluff... then what is it all about?

Simple steps to define a sound strategy for your startup

We live in uncertain times

In the current volatile and uncertain times, running a business without a sound strategy is similar to sailing uncharted seas without a compass.

The chances of reaching shore are minimal.

Strategy isn't fluff

It is about having absolute clarity on your aspirations and the avenues to fulfil them.

It is a coherent vision of why your business exists, the problem you’re solving, the clients you’re serving, the value you are offering. It articulates what makes you unique and how you operate to deliver that value.

Defining a strategy is making a clear set of choices. It drives you away from the temptation of pursuing ramdom opportunities or being distracted by trendy tactics.

Strategy creates cohesion

A sound strategy rallies your team, partners and investors around common goals. Success can’t simply be achieved without one.

Extensive research shows that in many organisations, the vast majority of managers don't have a clear undertanstanding of what their strategy is. Without a sense of purpose and a clear direction, it is a huge gamble to expect that people will naturally do the right thing, coordinate their actions and achieve your goals.

When do businesses need a strategy the most?

There are three key moments when it is crucial for startups to put a clear strategy together:

You've just started the journey of transforming a great idea into a business.

You need to build the right foundations.

Your current strategy is blurred and your business lacks direction, maybe because you have been trying to accomodate conflicting objectives.

You need focus.

Your current strategy is not succesful and need to be pivoted.

You need a reset.

Key steps to define a strategy

A sound strategy implies a set of hard choices, an executable plan which will translate your strategy into actual value and a scorecard to measure what really matters in your journey towards success.

Start with a diagnosis: Dissect your business outside-in. Analyse where you stand in terms of market position, competition, business model, financials, resources and culture. Dig out your main challenges and what needs to be fixed in your current strategy.

This approach helps surface points of incoherences in your business setup.You will soon find out that most of your challenges are due to a lack of clear choices.

Reset: With the diagnosing in mind, go through a reset process where you have to reconsider your options and make a series of optimal choices. Re-imagine sequentially your Mission, Customers, Offerings, Winning advantage, and Delivery model.

Take the time to articulate them clearly. Eliminate anything that doesn't fit with this flow. If the choice is hard, you are probably doing the right thing. No business can be everything to everybody.

Plan: A clear set of choices should always translate into a clear set of actions. Set up a time-bound action plan. Assign ownership to your team members.

Empower them to execute. Identify and build a scorecard and start tracking the right metrics. This is your navigation instrument.

Communicate: Create compelling communicate assets. Share your decisions and rally your ecosystem around your new strategy.


We help you make the right strategic choices so your business can achieve sustainable grow.

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