The 13 Commandments of Strategic Thinking
- If your team can’t use your strategy to make real decisions, it’s not a strategy.
- Strategy is made of principles, not plans. You can’t script the future — but you can guide decisions.
- You have six key stakeholders. Strategy must serve all of them — not just shareholders.
- Customers are special. They bring in the money. Everyone else takes it out.
- Solve big problems. The bigger the problem, the more value you create.
- Satisfaction over profit. Happy customers bring profits. Not the other way around.
- It all connects. Customers → Needs → Value → Assets → Processes.
- Forget the vision board. Focus on your purpose and mission — who you serve, and why.
- Strategy is direction + pace. Not a fixed destination.
- Think in decades. The goal is to build a company that outlives you.
- Don’t play someone else’s game. Create your own market.
- Forget annual targets. Build the capacity to learn, adapt, and create value.
- See your business as Value Waves. Strategy is how you redesign those waves to create more value.
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