Ask most business owners what strategy means, and you’ll hear some version of “a plan to grow.” But growth isn’t the only reason to think strategically—sometimes, it’s not even the right one.
A good strategy helps you define what great looks like for your business. Not just in size, but in meaning, durability, and impact.
Some companies are intentionally small, not because they lack ambition, but because they have clarity. In Small Giants, Bo Burlingham highlights firms that deliberately opted out of the growth-at-all-costs playbook. Instead, they focused on creating strong cultures, delivering remarkable service, and staying true to their values.
Other companies take the long view. Arie de Geus’ The Living Company studied organizations that endured for decades—even centuries. These businesses weren’t defined by rapid expansion. They survived because they built resilience: adaptable teams, conservative financial decisions, and a focus on learning.
Strategy, in these cases, is about staying power. It’s about preparing for the unexpected—recessions, talent gaps, industry shifts—and having a compass when the market gets stormy. It’s not about scale for the sake of it. It’s about building a business that lasts.
Today’s business climate is full of uncertainty which can result in leaders “freezing up”. This is exactly when we need to be adaptable and action oriented. Now is not the time to hold on strategic planning it’s the time to accelerate it!
The ability to learn faster than your competitors may be the only sustainable competitive advantage.
