Two questions effective strategists ask before planning

Effective strategists ask two key questions before planning: "Whose smile is at the end of this strategy?" and "How will the world change in 10 years because of this strategy?" These questions shift focus from internal considerations to customer value and long-term impact, grounding strategies in real-world needs and future vision. This approach helps avoid strategies becoming mere internal documents, ensuring they are rooted in genuine value creation and a clear, desirable future.