Why Great Strategy Lives In Action, Not PowerPoint | Erik Schön

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.

Erik unpacks the engine behind durable advantage: the dance of expected and surprise. Customers must get the table stakes they anticipate, but loyalty and growth emerge when you add a well-timed, positive surprise. Think iPhone’s shock, or Ericsson’s practice of shipping at least one “desire to use” feature per release. We translate this into practical moves: mapping capabilities, exposing gaps, and deciding when to build, buy, or outsource. Wardley Maps become the team’s shared terrain, shifting debates from personalities to dependencies and evolution—from novel to commodity.

We also tackle culture and cadence. Quarterly retrospectives and prospectives beat annual ceremonies because they compress feedback, curb KPI tunnel vision, and empower small experiments with fast ROI. Drawing on mission command, we favour firm intent with flexible plans: leaders set outcomes, teams design manoeuvres. Along the way, we explore why some firms stall on “expected, expected, expected,” how to avoid self-induced ambiguity, and what Eastern comfort with change can teach Western efficiency cultures. Real-world examples—from Netflix’s global-local bet to Nvidia’s pivot from gaming to AI—show how capability compounding and orientation shifts tilt markets.

The close is a call to shape the conditions before you need a burning platform. Make the terrain visible, invest time in improvement work, and reward independent thinking within shared intent. If this conversation helps you see strategy as a daily practice—mapping, choosing, experimenting—tap follow, share with a colleague who loves real strategy, and leave a review with your biggest takeaway.

Find Erik's work here:
blog post: https://medium.com/an-idea/the-art-of-strategy-ac4165c0c085 
Book site: https://yokosopress.jimdofree.com/#ArtOfStrategy

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