Why Most Strategies Lack Clarity
We confuse clarity/coherence and certainty. If clarity/coherence equals certainty, and a strategy is supposed to be clear and coherent, then unless we are certain, we can’t have a strategy. Meanwhile some high percentage of the audience for our strategy wants certainty. If they haven’t heard confident certainty, then they haven’t heard a strategy.
The unlock, I think, is realizing that you can confidently communicate a coherent strategy that also acknowledges uncertainty. You know what you know. You assume what you assume. You believe what you believe.