“Plans are only good intentions unless they immediately degenerate into hard work.” — Peter Drucker
Over the last few years, many business owners have watched their carefully laid strategic plans fall apart.
Markets shifted, customer behavior changed, and entire industries were forced to adapt overnight.
The result? Many leaders lost their pathway to growth.
Even in stable times, strategy can be challenging. You have to manage the now while planning for an uncertain future.
That’s why great strategy doesn’t come from lengthy reports or buzzwords — it comes from asking the right questions.
The Power of Strategic Thinking
Strategic planning is often overcomplicated. At its core, it’s simply about identifying what’s working, what’s not, and what must change.
To stay focused in a fast-evolving world, carve out time with your leadership team to review your strategic direction.
And when you do, shift your mindset from “present-forward” planning (starting from where you are) to “future-back” thinking — start from where you want to be and design the bridge back to today.
Below are five high-impact questions that help leadership teams align, refocus, and find clarity.
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Strategy — What Are We Really Trying to Achieve?
This is the foundation of every discussion.
If you can’t articulate your company’s core strategy in one or two sentences, it isn’t clear enough.
Ask yourself:
- Can each member of our leadership team describe our strategy the same way?
- Are our daily actions aligned with it?
- What challenges or barriers are keeping us from achieving it?
When your team can answer these confidently — and consistently — you have alignment. When they can’t, you have work to do.
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Customers — Who Are Our Best Customers?
Every business has limited time and resources. Focus them where they matter most.
Identify the customers who value your work deeply, who are loyal, profitable, and aligned with your mission.
Just as important, decide who you don’t want to serve.
Clarity about your non-customers sharpens focus and accelerates growth.
Ask:
- Who benefits most from our work?
- Who drains our energy or doesn’t align with our values?
- What’s the common thread among our best clients?
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Brand — How Can We Strengthen Our Promise?
If your brand disappeared tomorrow, would your customers miss it?
Your brand isn’t your logo — it’s the emotional and functional experience customers associate with you.
To elevate it:
- Review your customer feedback, surveys, and reviews.
- Identify recurring themes — what do people consistently praise or criticize?
- Focus less on features and more on benefits.
As Michael Gerber says:
“It’s not what you sell; it’s what you do that makes the difference.”
Be preferentially different — not just better, but meaningfully distinct.
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Innovation — What Must We Change to Achieve Our Goals?
Innovation isn’t about adding more features or chasing trends. It’s about simplifying for impact.
Remove the irrelevant. Refine the essential.
Ask:
- What processes or products no longer serve us or our customers?
- How could we make the customer experience simpler and more valuable?
- Are we encouraging experimentation — or protecting the status quo?
Sometimes innovation means radical reinvention (a BHAG). Other times, it’s removing friction so your best work shines.
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Execution — How Will We Make It Real?
Strategy without execution is just theory.
Create systems and accountability that bring your strategy to life.
Meet regularly to review, refine, and measure results.
If something isn’t working — change it.
If something is working — amplify it.
The key is to stay flexible.
Often the best solutions are simpler than your original plan.
Final Thought
Strategy isn’t a once-a-year event. It’s a rhythm of reflection — a continuous conversation about direction, focus, and discipline.
So, ask your leadership team these five questions.
Debate them honestly.
And then, as Drucker said, turn answers into hard work.
Want help facilitating a strategic reset with your leadership team?
Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.
TED BONEL, SCALING UP PRACTITIONER – STRATEGY & EXECUTION BUSINESS ADVISORS
Are you looking to scale your business and execute strategy with clarity and impact? I help CEOs and founders turn big ideas into real-world results, guiding small to mid-market companies through tailored strategic insights that drive growth.
My expertise lies in simplifying complexity – bridging high-level strategic frameworks with the practical realities of running a business. Unlike many consultants who focus solely on theory or execution, I specialise in both—translating strategy into actionable, transformative steps that deliver lasting results.
Want help facilitating a strategic reset with your leadership team?
Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.
ABOUT STRATEGY & EXECUTION
For over 20 years, Strategy & Execution has supported leaders and organisations in developing and executing winning strategies. We provide expert facilitation, executive education, and hands-on consulting to help businesses refine their strategic direction and implement it effectively.
Using proven methodologies like Scaling Up, E-Myth Mastery, Outthinker, and more, we challenge conventional thinking and equip organisations with the tools to accelerate growth. Our approach is dynamic—combining deep business experience with practical execution. We don’t just advise; we roll up our sleeves and work alongside you to make strategy happen.
If you’re preparing for a strategy development or execution challenge and are committed to creating real value, we’d love to hear from you. Learn more about our work or upcoming workshops
