January 2020: A client, a $200 million company, set an ambitious goal to grow to $300 million within three years. Then came COVID with all its uncertainties and surreal weirdness. Many companies struggled desperately. Not all survived especially without a strategy.

Yet, this company not only survived but achieved their target within one year. The secret? They understood a fundamental leadership truth: strategy isn’t a plan—it’s a compass. When uncertainty strikes, and plans change, a strategy provides direction to keep moving toward the vision.

If your plans crumble when circumstances shift, you’re not alone. Many leaders confuse developing detailed plans with having a functioning strategy. But they aren’t the same thing. Plans are helpful but may fail when navigating an uncertain future. However, good strategies endure.

During 2020, all of my clients (with one exception) had their best years ever. All of them had to adjust their plans. None of them changed their strategy.

In this article, I’ll explain how to build a strategy that works, no matter what challenges come your way.

Why Plans Are Not a Strategy

Plans have their place, but they’re inherently fragile. A plan assumes predictability. Decades ago, when I first studied strategic planning in graduate school – developing 10- and 20-year plans was the norm. Looking back, I think much of that was academic nonsense combined with generalizing what is necessary for a few behemoth organizations. But it was also based on assumptions of a more predictable world.

If the world ever was predictable, it has become significantly less so since.

Most of my clients are able to envision one to three years out. However, the more experienced they become with utilizing these strategic tools, the easier it is for them to see further out. This is simply because they develop greater control over their future.

There are exceptions to this – such as very large organizations – ones who typically have capital needs that demand long-range thinking. (For example, a company that is building a ship or a pipeline to take advantage of a future opportunity.) These are rare.

Planning is an important exercise to attempt to anticipate and prepare for the future. But being nimble and agile is often more important. I still develop plans with my clients. But we evaluate and update them frequently. In most cases monthly.

Strategy, in contrast, provides stability amid unpredictability. Think of strategy as your intended destination and your compass: This provides overall direction but doesn’t dictate every step.

Plans are important for organizing actions and facilitating communication across your organization. But they often fail or are limited when unforeseen challenges occur. This is where a well-defined strategy shines: It provides direction that stays flexible. It allows you to maintain your general direction even if you need to take detours.

Strategy: A Compass, Not a Map

So, what is a strategy? It’s a framework for decision-making—built on three key elements:

• Values: Your non-negotiables—principles that guide every decision.
• Vision: Your North Star—the outcome you’re working toward.
• Priorities: Your stepping stones—focus areas that move you closer to the vision.

Unlike plans, a strategy anchors you in these enduring principles, allowing you to adjust your actions without losing sight of your destination.

Strategic decision-making is simply developing and filtering options through your strategic framework. Does this choice align with your values or compromise them? Does it move you toward your vision or away from it? Does it help you accomplish a priority or distract from it?

Proof in Action: A Strategy That Thrived

Let’s revisit my $200 million client. When COVID struck, their plans went out the window. But their strategy held firm:

• Values guided their decisions, ensuring they didn’t compromise their identity or integrity under pressure.
• Vision remained their North Star, keeping everyone focused on the end goal.
• Priorities shifted tactically to meet immediate needs while staying aligned with the bigger picture.

They didn’t waste time rewriting plans. Instead, they leaned into their strategy. As competitors floundered, they doubled down and executed with clarity and confidence.

By year’s end, they achieved their ambitious goal in a third of the time they had planned for.

Building a Resilient Strategy

Want a strategy that works even in the face of the unknown? Here’s how to start:

1. Simplify Your Framework: Your values, vision, and priorities should be so clear that you can explain them in a few sentences. No one needs to recite them. However, everyone should be able to communicate their key ingredients.
2. Focus on Adaptability: Build a strategy that provides direction, not rigidity. It should allow you to pivot when needed while keeping your values and vision intact.
3. Revisit Regularly: Review your strategy often. Read your values, vision, and priorities aloud. Where they are ambiguous, clarify. Reflect on whether your decisions and actions align with them. If something feels off, adjust your actions or recalibrate your strategy.
4. Connect Strategy to Execution: A values and vision statement on your website is worthless. Only how you decide and act matters. Create actionable plans that stem from your strategy but remain flexible enough to adapt as circumstances change.

A good strategy creates consistency amidst flexibility. My clients adjust their tactical plans frequently but rarely need to change their core strategies.

Why It Matters

Leadership isn’t about waiting for perfect conditions. It’s about steering through the storm with clarity and confidence. A robust strategy gives you that clarity. It helps your team stay focused on outcomes instead of getting bogged down by the noise of uncertainty.

In my experience, leaders who embrace this approach inspire trust and resilience in their teams. They demonstrate the ability to adapt without losing sight of their goals, which is the hallmark of true leadership.

An additional benefit is that the more aligned your organization is around your core strategy, the more cohesive your culture becomes. It is easier for leaders, especially mid-level and line ones, to make good decisions in the absence of clear direction. That makes overall management more simple.

How to Build a Winning Strategy Today

If you’re tired of plans that crumble under pressure, it’s time to rethink your approach. Start with these steps:

1. Define your values, vision, and priorities.
2. Simplify your strategy to its essence.
3. Build tactical plans that can flex when reality throws curveballs.

Leadership isn’t about having all the answers—it’s about knowing how to find them when the questions change. A robust strategy ensures you’re ready to lead your organization through uncertainty.

Ready to Transform Your Leadership?

Let’s build a strategy that keeps you and your organization moving forward, no matter what challenges arise. Reach out to me now to explore how we can work together.

Don’t wait for the perfect plan. Start with the right strategy today.

Take good care,

Christian