The biggest question in strategy

What's the biggest question in research or strategy?

You'd think it's “why is this interesting?”. Or you might even suggest it's “why is this important?”.

My take these days is more pragmatic.

“How will this be used?”

I don't have conclusive evidence, but I'd bet there's 90% of “interesting” and “important” research out there.

The problem is that it's rarely, if ever used (or used properly).

We ought to aim to work on the 10% that actually is.