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Dear Friends,

In a world obsessed with short-term wins, strategy often gets buried beneath the noise.

But everyone should remember:

Without proper long-term strategy everything falls apart.

It’s what aligns your vision, energizes your team, and keeps your company moving forward in the face of complexity.

The good thing - you don’t need to build it from scratch:

Here are 10 simple yet powerful strategy axioms (from Jeroen Kraaijenbrink, The One-Hour Strategy) - core beliefs that should shape your strategy:

1. Make Strategy the Rule, Not the Exception

Why it matters:

In uncertain, fast-changing environments, strategy provides clarity and direction. It must become a default behavior, not an occasional chore.

Example:

Amazon has a constant cycle of strategic alignment built into every team’s operating rhythm - not just once a year.

2. Integrate Strategy into Everyone’s Role

Why it matters:

Strategy only works when it shapes daily decisions. Everyone, from entry-level to executive, should understand how their role connects to the bigger picture.

Example:

Ritz-Carlton empowers every employee with a clear service strategy and gives them autonomy (including discretionary budgets) to act on it.

3. As Complexity Grows, Involve More People

Why it matters:

Top-down strategy fails when it ignores the realities on the ground. More voices lead to more informed decisions - and more committed execution.

Example:

Spotify’s agile squads involve cross-functional team members in ongoing strategy conversations to stay flexible and aligned.

4. Focus on Details When Developing Strategy

Why it matters:

High-level strategy often fails because they lack operational clarity. Strategy must be specific enough to guide action.

Example:

Tesla doesn’t just say “we want to accelerate sustainability” - it breaks it down into detailed priorities like battery innovation, gigafactory expansion, and software integration.

5. Strategy is a Continuous Process, Not an Event

Why it matters:

Markets shift. Technology evolves. Competitors adapt. If your strategy is static, it becomes irrelevant.

Example:

Netflix evolved from DVD delivery to streaming and global content production through continuous strategy cycles.

6. Monitor Actively, Change Reluctantly

Why it matters:

Track performance continuously - but don’t overreact to every fluctuation. Strategy should be resilient, not reactive.

Example:

Zara monitors fashion trends and customer data in real time but changes its strategic pillars - fast fashion, vertical integration - only when necessary.

7. Aim for Improvement, Not Perfection

Why it matters:

Perfect strategies don’t exist - and chasing them delays progress. Instead, iterate, test, and refine constantly.

Example:

Google’s “launch and iterate” approach encourages early action and continuous optimization rather than waiting for perfection.

8. Treat Strategy and Execution as Yin and Yang

Why it matters:

Strategy without execution is theory. Execution without strategy is chaos. The two must be developed together.

Example:

Toyota’s lean management system integrates strategic intent with precise execution at every level.

9. All Employees Should Contribute to Strategy

Why it matters:

The people closest to your customers and operations often have the best insights. Don’t overlook them.

Example:

At Gore (the makers of Gore-Tex), employees at all levels can initiate new strategic directions - and many product breakthroughs have come from the ground up.

10. End with Action – Nothing Happens Without It

Why it matters:

A brilliant strategy is worthless unless it moves people to act. Always finish with clear next steps.

Example:

Intel uses the OKR (Objectives and Key Results) system, where every strategic priority is translated into measurable outcomes with clear ownership and timelines, ensuring execution follows intent.

Remember and Take Action

These 10 axioms may seem simple - and that’s the point.

I’ve prepared an infographic “10 Strategy Axioms” to help you internalize and apply these principles inside your team or business:

Deep Dive:

To go further, I recommend these useful resources:

• https://hbr.org/2019/09/put-purpose-at-the-core-of-your-strategy

• https://www.forbes.com/sites/jarretjackson/2020/08/19/is-your-strategy-top-down-bottom-up-or-sideways/ 

Each offers frameworks and real-world stories to help you bring strategy from theory into practice.

Conclusion:

Strategy doesn’t have to be overwhelming, overcomplicated, or reserved for the C-suite.

These 10 axioms remind us that strategy is:

• A mindset

• A continuous process

• A shared responsibility

• A driver of meaningful action

So here’s your challenge:

• Which of these axioms are already embedded in your business?

• Which ones are you overlooking - and what would change if you fully embraced them?

Clarity, focus, and momentum all start with how you think about strategy.

Let’s bring strategy back into the heart and soul of your organization.

Until next time,
Igor

P.S. If you need any help with strategy definition and implementation - reply to this email!