What Is Strategy and How Do You Measure Yours?
January 26, 2025
The $15M Growth Paradox: Why You're Growing Broke
In the journey of scaling mid-market companies, a dangerous "dirty little secret" exists: most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. They frequently conflate "strategy" with ambition ("We want to be #1"), operational planning ("We need a new CRM"), or mere goal-setting ("Our goal is 20% growth").
None of these are strategies. If you are doing $15M in revenue (or any other number) and every new customer makes you feel more tired rather than more leveraged, you are experiencing the Growth Paradox. You are adding complexity faster than you are adding value, leading to a state of "growing broke", where revenue climbs but your cash conversion cycle and leadership sanity trend toward zero.
Strategy is not a destination. It is a specific theory of how to win by making explicit trade-offs. As Michael Porter famously defined it, the essence of strategy is "choosing what not to do".
The Strategy Litmus Test: Is the Phone Ringing?
The ultimate qualitative indicator that you have nailed your strategy is simple: The phone starts ringing.
If your sales team has to "push" every deal through aggressive outbound chasing, your strategy is weak. When you occupy a distinct "mental real estate" in your industry, where customers seek you out based on a specific reputation, the strategy is alive.
If you aren't seeing inbound demand, you likely have a Sandbox problem. You haven't defined the boundaries of where you play, and where you don't, sharply enough to focus your resources.
The Apple Filter: The Minimum Effective Dose of Focus
Most leaders are "opportunity addicts." We see a contract that sits just outside our core expertise and we say "yes" because we need the revenue.
But consider Steve Jobs. When he returned to Apple, he didn't add more products; he cut them to focus on just three priorities. If Apple can focus ten thousand people on three things, why are you asking your team of 50 to juggle twelve?
You must develop a Strategic Filter: a single question that everyone in the company knows. At 1-800-Flowers, the question was: "But will it sell more flowers?". Kill everything else early. If a move doesn't fit your filter, it is a distraction, even if the CEO is the one bringing it to the table.
The Vital Signs: Moving Beyond Financial Autopsies
Most leaders measure success by EBITDA. EBITDA is an autopsy, it tells you how you performed in the past. To measure the health of your strategy in real-time, you need these three "Moneyball" metrics:
Net Recurring Revenue (NRR): The Sanity Metric
NRR answers one brutal question: "If we acquired zero new customers this year, how much would we grow (or shrink)?". High-quality revenue is an annuity. As Anthony Tjan notes in What High-Quality Revenue Looks Like (HBR), your product must go from "good-to-have" to "must-have". If your current customers are ecstatic, word-of-mouth brings in new clients at a cost of almost zero.
Profit per X: The Economic Engine
The "X" is your unique lens on the industry, the single unit that, if maximized, drives the most significant economic value.
- Southwest Airlines: Profit per Plane.
- Red Balloon: Profit per Experience.
The Strategy: If a new initiative increases revenue but dilutes your "Profit per X," it is strategically unsound and should be killed.
Brand Promise KPIs: Kept Promise Indicators
A brand promise is a measurable commitment. "Great service" is a platitude; "Answer the phone in 3 rings" is a metric. These bridge the gap between high-level theory and daily execution.
The "Inside Advantage": Growth Is Constraint Removal
The "Deep Growth Hacker" mindset realizes that the biggest source of growth isn't always a new market; it is already inside the organization, hidden in underutilized customers and misaligned processes.
We often mistake capacity problems for demand problems. Growth accelerates when you elevate the constraint rather than push the system harder. Strategy, in its purest form, is your solution to your industry's key constraint.
For SpaceX, the constraint was cost; the approach was reusability. What is the "rock in the shoe" of your industry? Solve that, and you don't have to sell, people will line up to buy.
Your 35-Word Strategy
If you can't summarize your strategy in 35 words or less, you likely don't have one. As David J. Collis and Michael G. Rukstad explain in Can You Say What Your Strategy Is? (HBR), your statement must cover:
01
Objective: What are the ends?
(Specific, measurable, and time-bound)
02
Scope: Where are the boundaries?
(Customer, geography, and vertical integration)
03
Advantage: How will you win?
(Value proposition + unique activities)
Example (Edward Jones): "To grow to 17,000 financial advisers by 2012 by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-adviser offices".
Conclusion: Strategy Is a Leadership Habit
Greatness is a result of conscious choice and discipline. It requires the "Level 5" resolve to face the brutal facts about your leaky bucket and the courage to say "no" to the wrong kind of revenue.
Stop chasing. Start filtering. Measure the things that actually indicate you are building an asset, not just a job for yourself.
Is your phone ringing? If not, let's talk about your "X."
Key References & Recommended Reading
- Harnish, Verne. Scaling Up: How a Few Companies Make It... and Why the Rest Don't.
- Collins, Jim. Good to Great (The Hedgehog Concept and Level 5 Leadership).
- Lafley, A.G. & Martin, Roger. Playing to Win: How Strategy Really Works.
- Bloom, Robert H. The Inside Advantage.
- Pulizzi, Joe. Epic Content Marketing.
- Salvado, João Cotter & Vermeulen, Freek. "You Should Be Able to Boil Your Strategy Down to a Single Clear Visualization" (HBR July-August 2025).