A lot of my clients get confused around strategy and how to define it. Many confuse strategy with having a plan. It’s an easy mistake to make as the term strategy has come to mean so many different things to different people.

Here’s the simplest definition of strategy I have come across and for me, it works brilliantly…

Strategy is saying “no” to all the things you really want to say “yes” to!

How cool is that?! Simple, elegant and packs a great punch.

So here’s my strategy – Deep Work

What does ‘deep work’ mean and most importantly, what does it allow me to say no to?

Deep Work means that when working with clients, I only engage with organisations that see the value of learning over an extended period of time.

I say no to any work that is a one-off or perceived as a ‘quick fix’

Deep work means that I engage with every individual on the team and get to know them personally.

I say no to any work that is remote or arms length from the leadership team.

Deep work means that we go into the weeds with the areas of people, strategy, execution and cash.

I say no to any client that just wants to work on one area at the expense of the others.

Deep work means that I go to great lengths for any team I’m working with to add value, even when it exceeds the amount charged or quoted.

I say no to any work if I think the client wants me to do all the ‘heavy lifting’.

Deep work is satisfying, fulfilling and makes a difference.

I say no to any work that potentially robs us of energy and is nobody’s idea of fun.