How Do You Create a Winning Strategy?
This process helps ensure your strategy works in the real world, not just on paper.
I’ve seen it countless times.
Strategy is often treated as a thought exercise, with no real impact on the organization.
After a productive session, you go back, and… nothing changes.
Here’s the truth: Only 10-40% of strategies succeed.
The rest fail to make any real difference or drive meaningful action.
There are many ways to approach strategy, but we’ve simplified it into a process inspired by IDEO.
It’s a framework that ensures real, actionable outcomes:
- Identify the Problem
To create a successful strategy, you must clearly define the problem. What challenge are you trying to solve? Without this clarity, your strategy will be scattered and ineffective. This step involves pinpointing the root cause of the issue your organization faces, not just superficial symptoms. - Frame the Right Question
Once you’ve identified the problem, reframe it as a question that invites creative solutions. The way you ask the question shapes the solutions you’ll find. A well-framed question leads to open-ended possibilities and prevents you from jumping to conclusions too early. For example: “How might we improve customer engagement?” - Generate Possibilities
Now, it’s time to brainstorm. What are all the potential solutions to this problem? This is where you get creative and explore different paths. In this phase, you’re brainstorming without limitations. Generate as many options as possible, even those that seem unrealistic, because often the best solutions come from unexpected places. - What Would Have to Be True?
For each possibility, ask: “What would have to be true for this solution to work?” This step forces you to test assumptions and uncover conditions necessary for success. It’s about challenging assumptions. For example, if you want to launch a new product line, what infrastructure or resources need to be in place? - Identify Barriers
Now, identify what’s standing in your way. What barriers exist that could prevent this strategy from succeeding? These could be internal barriers like lack of resources or external barriers such as market conditions. It’s important to list out these potential obstacles early. - Test to Learn
Next, test small experiments to validate your assumptions and learn what works. Testing helps you avoid wasting time and money on unproven strategies. Running a pilot program or a limited marketing campaign can give you insights and guide your decisions. - Make the Decision
Finally, based on what you’ve learned, decide.
A strategy is a set of choices you can make today to increase your chances of winning tomorrow. The goal is to make a set of clear, informed choices to move forward confidently.
A solid brand strategy is not just about making plans—it’s about making clear, focused choices that align with your brand’s long-term goals.
We help clients craft brand strategies that don’t just sit on paper—they drive action, engagement, and real results.
Whether it’s defining your visual identity, aligning your brand with business goals, or building lasting connections with your audience, we’ll guide you every step of the way.
