Introduction

The most important role a CEO arguably owns is setting and executing strategy to realize sustainable and repeatable EBITDA. The reality of seeing strategy decks or binders sitting on a shelf tells the story that these formats are seldom if ever used to drive day-to-day decision-making of the company. Decisions are the currency of business that creates change, makes things happen and propels a company forward. Leaders make key decisions that impact the hundreds or thousands they manage. There are no bigger decisions than those critical few that define the essence of strategy: Products, Markets and Capabilities relative to the competition through the eyes of the customer. Decision-making is strategy. Strategy remains elusive and misunderstood. Strategy tools, methods and lingo have gotten too complex, unapproachable or disjointed from its true purpose. Many companies' strategies and strategy processes have become so static or event driven that the word "strategy" brings a roll to the eyes of executives.