OnBrand with KB

March 9, 2021

The shortest strategy

There's a practice I've taken to in writing strategic documents, especially when I'm working on a defining statement or a strategic insight. I'll write what I want to say, with clarity and definition, trying to reflect the research, the heart of the issue, a defensible position, and just a twinge of antagonism. I'll make a bold statement. Then I hit enter on my keyboard a few times and try again, in half as many words. I'll do this as many times as it takes to strip away the superfluous and leave only the essential.

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When writing a strategic insight or defining statement, I'll start with a narrative that gives a clear picture of the research, speaks holistically, takes a bold stance, and makes you a little uncomfortable. Then I try to say it clearer and shorter.

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To craft a strategy, I endeavor to clearly and quickly invoke the research, evoke emotion, provoke a reaction, and stoke action.



The shortest strategy doesn't always win out—sometimes you have to backtrack to give more context, or you realize in simplifying you've lost something essential. But if you spend the time getting to the shortest version of what you're trying to say, it means you're closer to truly understanding it, and because strategy is of no use if you can't explain it, that exercise by itself will help you immensely as a communicator.

tl;dr: The best path to understanding and communicating your strategy is to say it shorter. Now shorter. Keep going. Now you've got it.