Strategy isn’t supposed to be comfortable
💡 Strategy isn’t supposed to be comfortable. It’s supposed to make you choose.
Quite often, strategy gets confused with alignment, consensus or a fluffy 3-year plan with colorful slides.
But real strategy is about choices.
And with choices comes some discomfort :
🔹Saying no to certain markets or clients.
🔹Focusing resources where they’ll have the most impact.
🔹Letting go of legacy products or habits, even if they’ve worked in the past.
🔹Challenging internal power dynamics
🔹Admitting that previous efforts may no longer be relevant.
If your strategy feels safe, it’s probably not doing its job.
Because a strong strategy should do more than set a direction : It should create clarity, prioritize action and sometimes make people uneasy.
Not because it’s reckless. But because it forces decisions that matter.
✅ After 20+ years in B2B environments, one truth remains : Strategy is leadership in disguise.
It’s the moment when leaders stop asking : “What can we do ?” and start answering : “What will we commit to?”
If your team isn’t facing hard trade-offs, you're not building strategy but you're just drafting intentions.