The Invisible Work

Q: Why does strategy feel like it doesn't matter anymore, even though everyone says we need it more than ever?

Dear Friend,

Client demand for strategic thinking has never been higher, yet strategists report being treated as expendable when budgets tighten. This is the paradox we live inside.

I don't have an answer that will satisfy you. Strategy has become invisible not because it lacks value, but because we have failed to demonstrate value in terms the business can see. We are composers whose symphonies play in frequencies no one hears.

Perhaps the question is not why strategy doesn't matter. Perhaps it is: what would make our work audible?

Track what happens. Document decisions. Show outcomes. Make the invisible visible. Or don't, and remain ghosts.

Strategy is at a crossroads. Not where it dies, but where it learns to prove it is alive. Which side of that crossroads you stand on is your choice to make.