GNT #123: Strategy = choices

read time: 3 minutes

I’ve led a lot of strategy sessions over the years — with founders, leadership teams, and solo business owners who bring me in when they’re feeling stuck or ready for a reset.

And there's something I’ve learned to spot within the first 20 minutes:

When there’s no real strategy — just a pile of goals.

It sounds like:

“We want to grow across all three markets.”
“We’re exploring several audiences.”
“We have a few different value props depending on the buyer.”

And I get it.

When you're ambitious and ideas come easily, it feels like you’re being strategic by listing all the possibilities.

But without clear choices, you’re stuck juggling tactics.

And that’s why a lot of well-meaning leaders feel like they’re working hard but spinning their wheels.

In today’s newsletter, I’ll break down:

• What strategy actually is (and what it isn’t)

• A 5-question framework I use with clients to create clarity

• A simple way to audit your own strategy this week

So you can stop juggling and start choosing — and build a business that grows on purpose.

Let’s dig in.
 

♟️ What strategy actually means

One of the sharpest definitions of strategy I’ve ever heard comes from Roger Martin (former Dean at Rotman School of Management and advisor to Procter & Gamble):

“Strategy is not a plan. Strategy is a set of choices.”

This changed the way I structure strategy with clients.

Because if you’re not choosing:

• What not to do

• Where not to play

• Who not to serve

…you’re not actually being strategic.

You’re just staying open — and open isn’t a strategy.

🎯 The 5 questions I keep coming back to

Here’s Martin’s Choice Cascade — a simple framework I use with clients and in my own planning:

1. What is your winning aspiration?
   (Not your goal, your reason for existing.)

2. Where will you play?
   (Which customers, markets, and channels, and just as importantly, which ones won’t you?)

3. How will you win?
   (What’s your unique advantage? Why will you beat alternatives?)

4. What capabilities must be in place?
   (What you need to be able to do, your core strengths)

5. What systems need to support it?
   (How you do it consistently and repeatedly.)

Even answering the first 3 questions with clarity can dramatically improve your focus.
 

👀 Common trap I see (and have fallen into)

In the early stages, it can make sense to stay flexible.

You’re learning. You’re saying yes. You’re finding out what sticks.

I’ve seen plenty of clients grow by being adaptable — especially in the beginning.

But what worked to start growth can stall it later.

Because at some point, saying yes to everything becomes a liability, not a strength.

You try to:

• Appeal to all audiences
• Show up on every channel
• Offer everything to everyone

And before you know it, your message gets muddy. Your team gets stretched. And your energy gets scattered.

Strategy is decisive. It means getting clear about what matters most.

💡 Your Move

Step 1: Pick one focus area

Something that’s feeling unclear like a service, campaign, audience, or growth goal.

Step 2: Answer the first 3 strategic questions

• What is your winning aspiration? (What does “winning” really mean for you?)

• Where will you play? (Which customers, markets, or channels will you focus on?)

• How will you win? (What’s your advantage? Why will someone choose you?)

Step 3: Cut something
Say no to one idea, offer, audience, or channel that doesn’t align with those answers.

Bonus:
Write down why you made that choice. This is what gives the decision clarity and sticking power.

Takeaway

Strategy isn’t about being smarter. It’s about being clearer.

It’s about making well-informed decisions — and committing to it long enough to win. 

Every time I’ve helped a business shift from a pile of goals to a few real choices, they move faster, feel calmer, and grow more intentionally.

If you’re feeling scattered this season, don’t ask what else you can do.

Ask what matters most.

That’s strategy.

I’m always rooting for you. See you again next week.

If this resonated with you, forward it to someone who might need it today.

Whenever you're ready, there are 3 ways I can help you:

1. Need some team training and a plan to achieve purpose-driven growth? Let me lead a custom workshop for you. [Contact me here]

2. Want me to come speak at your event or meeting about one of my content topics? [Contact me here]

3. Want short, but meaty tips on growth systems for profit, purpose, and a meaningful life? [Follow me on LinkedIn]

If you liked this article, you might also like:

GNT #39: 5 simple questions to find your business purpose
GNT #45: Can you answer these questions about your buyer? (Fuzzy answers don't count)
GNT #105: 3 Unexpected Choices to Build a Winning Business

If you were forwarded this, sign up to receive it each week here. It’s free. I never spam.

To read my full library of newsletters, click here.