“So I do not run aimlessly; I do not box as one beating the air. But I discipline my body and keep it under control…” ~ I Corinthians 9:26

One of the most repeated principles emphasized in scripture is the necessity to focus. (“choose whom you will serve”, “seek first His kingdom”, “count the cost”, “do not run aimlessly”) This emphasis reveals something about the human condition. We are NOT God. We cannot know all things, do all things, be all things even though we would often try. An organization that is going to achieve much has to sharpen its aim, clarify what it will invest its limited time and resources to do — and implicitly what not to do.

We like to challenge organizations to define their strategic focus (or position) in two words (or at least two short phrases). One word describes what industry they are in. The other word describes how they intend to be different. A simple example is Dell. They are in the computer business and they pioneered the “direct’ model of doing business for that industry. Hence you could describe their strategy as “computers direct”.


Just as every person person of faith has to work out what they believe and decide how to invest in those beliefs, every organization that intends to succeed must do the same thing. This is the essence of strategy.