15th October 2025
The Six Tests of Strategy
Something I’ve observed from years of watching and observing strategy conversations is that the biggest Aha moments come from questions. The right questions cut through noise, expose assumptions, and force clarity. They also reveal whether a strategy is truly fit for purpose or just a well-dressed hope.
Here’s a simple yet potent set of questions I’ve found useful to test the strength of a strategy. They’re designed to provoke, not comfort. If your strategy can’t pass these tests, it’s not ready.
1. Will it captivate customers and enchant consumers?
A strategy must win the hearts and wallets of those who pay. For B2B companies, that means solving real problems better than anyone else. For B2C, it means creating moments of magic. If your strategy doesn’t make your target audience lean in, it’s not strategic, it’s operational.
2. Will it deepen supplier trust and reinforce partnerships?
Suppliers are often overlooked in strategic planning, yet they’re critical to execution. A good strategy makes you the partner of choice. It creates mutual upside, not just cost pressure. Ask; will our suppliers want to bet on us?
3. Will it energise employees and inspire pride?
Strategy lives or dies in the hands of your people. If it doesn’t energise them, it won’t get executed. The best strategies make employees feel part of something bigger, clearer, and bolder. Pride is a leading indicator of performance.
4. Will it validate our value creation story for investors?
Shareholders don’t just want returns, they want confidence. Your strategy should make the investment case obvious. It should show how you’ll grow, defend, and differentiate. If it’s not investor-legible, it’s not investor-worthy.
5. Will it strengthen our legitimacy to operate in society?
Social licence is no longer optional. Whether it’s regulators, communities, or the media, your strategy must align with broader expectations. It should show that you’re not just profitable, but responsible. This is where ESG becomes strategic, not cosmetic.
6. Will it provoke a competitive response or redefine the playing field?
The ultimate test; does your strategy make competitors nervous? If it doesn’t, it’s probably not bold enough. Great strategies change the game, not just play it better. They force others to react, rethink, or retreat.
Why These Questions Matter
These six tests are not exhaustive, but they are essential. They force leadership teams to think beyond internal logic and into external impact. They shift the conversation from “can we do it?” to “should we do it?” and “will it matter?”
How to Use Them
Use these questions in strategy offsites, board discussions, or investment committee reviews. Don’t rush them. Let them challenge your assumptions. And if you find your strategy failing more than one, it’s time to go back to first principles.
Generator Talent Group
Categories: Designing Organisations
