The Strategy Map

My world has shifted this year. In July, I decided to focus all my work on helping organisations define and deliver their strategy. As the year comes to a close, and we all start to focus on making 2026 better than 2025, I decided to share some of what I’ve learnt lately.

Idea 1: Strategy, but simpler

Most people have baggage about the word strategy. Some people love it; others have been burnt. The groups I’m working with are finding strategy quicker, easier and more tangible if we reframe it in 3 simple words: Building a Better Business.
 
Or B3.
 
In the framework below, you can see there are basically only 3 ways to build a better business.
 
You can create more value for customers, by making new or better products and services (green circle).
 
You can improve your operating model by being more efficient and effective (blue circle).
 
Or you can change your commercial strategy (new pricing models, revenue streams, cost-outs; orange circle).

Right now, I’m noticing a big focus on the blue circle: how can we improve our operating model. With the promise of AI, every leader is looking for operational efficiencies.
But be warned, that isn’t a strategy in itself as a) it will be unlikely to differentiate you, and b) it needs to improve the customer value proposition and commercial strategy. If it leads to a worse customer experience and lower prices, then we have a race to the bottom.

A question for you

Which of the 3 coloured circles is most important for you to build a better business in 2026?

• Green: More value for customers?

• Blue: Better operational efficiency?

• Orange: Better commercial strategy?