Strategy is what you do

If I could take a guess, I would say 98.12% of strategy documents never go anywhere. Not because they're not smart, clear or doable. Not even because there's no interest. Rather, it's because there's no commitment.

Being interested means someone's willing to listen to you. Being committed means they're willing to do something about it. And, ultimately, strategy is about the things that get done, not the things you wish you'd done.

Not just cleverness, or clarity. It's a statement or commitment for a group of people to do something. It's not fancy pants academia. It's full body action.