My first strategy project was led by Michael Porter. Over thirty years, I worked alongside brilliant thinkers like Roger Martin and David Aaker. I knew every major framework and developed many of my own.
I also watched too many great strategies never materialize in the market.
Not because they were flawed.
Because the culture didn’t support them.
And because people weren’t aligned.
That’s why I’ve changed how I work.
Now when I lead strategy workshops, I don’t start with market data or goals.
I start with people.
With questions like:
✔️What’s the culture today, really?
✔️What behaviors are rewarded, and which are quietly punished?
✔️What kind of environment would actually support a winning strategy?
✔️And how is the leadership team showing up, day to day?
Only once we’ve faced those truths do we move into strategy.
And we always circle back to culture—to the behaviors, habits, and tone at the top that will either enable it or quietly kill it.
If your strategy matters, give it the best shot at success.
Start with people.
And remember – role modeling by senior leadership is the #1 driver of culture.