How to Build a Strategy: Tackle These Three Challenges First

Something I often encounter is this: the entire concept of strategy work can be a tough sell for potential clients. (If I wanted a simple, easy sell, I would definitely be marketing something else, ha!)

And you know I'm all about transparency, so I'll admit it: strategy can be genuinely challenging. While my clients absolutely love the process of strategic work once they experience it, the idea of diving into a collaborative strategy process can, frankly, freak some folks out. (Again, totally understandable!)

This is why, before we talk about how to build a strategy, I first challenge you to tackle three key challenges.

No matter how beautiful and thoughtful your strategy may be, if you don’t first tackle these strategy challenges, you will not get the results you desire—full stop. The last thing I want for you is to be in a situation in which you invested your time and money into a strategy that simply doesn’t fit, and the key to preventing that problem is by going into the process clear-eyed and addressing these challenges first.

Challenge #1: The Long-Term Vision Hurdle

Strategic thinking asks you to identify bigger goals. This can be incredibly difficult! Again, as a human in the world, this challenges me too!

Traditional business culture often pushes us to focus on month-to-month and quarter-to-quarter benchmarks, and unfortunately, long-term vision is often sacrificed. Because of this, we rarely cultivate the habit of identifying our true intentions and long-term goals. Strategy, by focusing on those big goals first, creates a natural tension with how we've been trained to think.

Sit with this for a bit and reflect on what your long-term goals would be if those short-term KPIs (key performance indicators) weren’t in your way. What would the results look like? How would your business be different from what it is now? Once you give yourself permission to envision this, strategy begins to fall into place.

Challenge #2: Unanswered Questions Can Be Pretty Uncomfortable

Strategic planning often brings up questions we're not ready to answer.

This is often my biggest personal struggle: I have a hard time letting unanswered questions just sit—and I'm a strategist! I've managed this obstacle in my own marketing strategy framework by crafting it to be flexible. This allows me to prioritize some elements over others and revisit those harder-to-answer questions without losing momentum. But still, I get it—it's hard to sit with uncertainty.

Ask yourself what the worst case scenario is in having unanswered questions. Chances are, it’s not that big of deal. If you get clear on that, then you’ll see that unanswered questions and flexibility can actually be a strategic superpower.

Challenge #3: Strategy Can Feel Ephemeral

I actually love that you can't see or touch strategy; it forces me to focus on what truly matters rather than getting bogged down in minutiae with minimal impact.

However, I know that when it comes to investing resources (time/money/team/whatever), it's far easier to see a physical or digital outcome—like a new website, signage, or an email sequence—and feel like progress has been made because you have something tangible. We must stop seeing strategy as a product, and embrace it as a process.

I find it helpful to visualize what the result of this work will look like, and how you'll feel (a biggie we don't emphasize enough) when working towards a strategic plan that's truly aligned with your big goals.

Key Takeaway: Tackling Your Challenges Before Building a Strategy

No matter your industry or business size, tackling these three challenges head-on will pave the way for a more effective and impactful strategic journey. By embracing a long-term vision, becoming comfortable with unanswered questions, and reframing strategy as a dynamic process rather than a tangible product, you'll be better equipped to unlock the true potential of your business.

If you're ready to move past these initial hurdles and build a strategy that genuinely propels you toward your goals, let's explore how to make that happen.