1) the why of PURPOSE
2) the why of MOVEMENT (i.e. why here over there).
For example, we often have conversations with leaders that go like this:
CEO: We're going to focus on Digital Transformation this year
Us: Great! That's what you're going to do and when. But how are you going to do it?
CEO: We'll hire talented people and do it in an agile way
Us: Ok. Why are you doing this?
CEO: Because everyone else is and we can't fall behind
Us: But that's not really a good example of why you should make this move and not another. There are multiple WHEREs you can attack.
CEO: Not sure I follow you?
Us: Do you have a Map of your landscape, with user needs identified and how things are changing?
CEO: What kind of Map is that?
Us: Ok. When trying to write a strategy the first thing you have to do is:
- Map your landscape (always starting with user needs)
- Explore WHERE you can attack
- Determine WHY here (and not there)
- THEN decide WHAT you must do, WHEN and HOW.
Without a Map you won't have a strategy because all you will have is a tyranny of what, when and how but you won't understand WHERE to focus and WHY there (and not somewhere else better instead). Basically you're just playing chess in the dark.