Most companies still build their strategy around big dreams and bold visions.
But here’s the problem: a vision isn’t the right starting point.
A goal like “triple our revenue” sounds inspiring — until you realize you have no idea how to get there. Strategy shouldn’t start with fantasies. It should start with facts — and unmet customer needs.
Rethinking strategy means focusing less on slogans and more on problems worth solving.
If you want your strategic planning to succeed, don’t start with a vision board. Start with customer interviews. That’s the real foundation of any customer-centric strategy.
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Svyatoslav Biryulin
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I write about cognitive biases in business strategy, mental models for strategic decision making, and paradoxes in business strategy. Subscribe to get new articles delivered straight to your inbox.
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