Strategy doesn’t fail in spreadsheets; it fails when people can’t see themselves inside it. We sit down with David Slowly—journalist turned radio producer turned B2B strategist—to unpack a practical, repeatable way to turn direction into action through narrative.

Strategy often treats the future like a straight road. We treat it like a landscape. With Lasse Jonasson, Chief Foresight Officer at the Copenhagen Institute for Futures Studies, we unpack how to swap predictions for preparedness and why language is the first tool of good strategy. When leaders share a vocabulary for assumptions, signals, and scenarios, conversations stop drifting and decisions start compounding.

Strategy doesn’t live in a binder; it lives in motion. We sit down with practitioner-author Erik Schön to reconnect strategy with doing, drawing on Sun Tzu’s correlative pairs, Boyd’s OODA orientation, and Wardley Maps to turn abstract plans into concrete manoeuvres. From the first minutes, we challenge the ritual of annual decks and fixed KPIs, arguing for shorter strategy loops that privilege learning, outcomes, and a clear line of sight to the customer.

Strategy only matters if it changes what people do tomorrow. We bring Stephen Bungay, author of The Art of Action, to unpack how mission command turns intent into execution without drowning teams in detail. Instead of orders that prescribe how to act, directives clarify what to achieve and why it matters—freeing people to adapt their methods as conditions shift.