Most startups are founded on a vision; a wish to help bring about change to something in the world. But many lack a coherent strategy of how to get there in the end.
How come? The difference is in the meaning of the various words.
A vision is like a desert mirage. It’s aspirational, something we can imagine but is not real – yet.
A strategy is a plan to find the waterhole in the desert, so to say. It doesn’t have to be a complex plan with a lot of moving parts, but it needs to be a plan that can – if nothing else – convince people that not only might you be on to something. You actually also have some kind of idea of how to capture it.
Many startups frown at the word ‘strategy’ and doing strategy work is a pretty long way down the list of priorities. But while it’s true that execution is key and should take precedence over ‘thought’-work, they still need to set aside time to develop the plan.
Otherwise how are they ever going to make it to the fulfillment of the vision?
By luck? By endless trial-and-error?
Of course not. So get the strategy that supports the vision in place. Make it flexible based on what you learn on the journey, but nevertheless utilize it as a map to get to the destination, you’re longing for.