(Just Ask the CEO Who Did)
Strategy isn’t just about vision. It’s about making informed decisions—where to double down, where to expand, and, just as critically, where not to go.
One of the most overlooked competitive advantages in business today isn’t technology, talent, or capital. It’s insight. Real, unfiltered insight from your customers, employees, and key stakeholders.
When you understand what they want, what they need, and what they’ll never buy from you, you save time, money, and reputation. You stop guessing. You start leading.
Let me tell you a story.
The $20 Million Decision
A leading pharmaceutical sourcing and distribution company was ready to expand. The executive team was excited about a new service line—on paper, it made perfect sense. Until they asked the right people.
Through a Customer Advisory Board made up of senior decision-makers, they uncovered a truth that changed everything: Their customers would never buy that offering from them. Why? Because their top two competitors already owned that space. The company’s credibility didn’t extend to that solution—and trying to compete there would’ve been a costly mistake.
So they killed the initiative.
That one insight saved them $5 million in first-year costs and over $20 million across the lifecycle of the product. More importantly, it refocused their energy on the right bets—the ones their customers wanted them to win.
What About You?
You don’t need a crisis to benefit from better insight. You just need the curiosity—and discipline—to ask the right questions:
🔹 What do your customers love about you?
This is your moat. Double down on what keeps them loyal.
🔹 What else would they buy from you?
This is your next move. Growth often lives just adjacent to your current success.
🔹 What would they never buy from you?
This is your red flag. Knowing where not to invest is just as valuable as knowing where to scale.
But this isn’t just about customers.
Ask your employees. They know what’s broken before it shows up in your KPIs. Ask your stakeholders. They see the white space—and the risk—you may have missed.
When you gather insights across these three perspectives, you don’t just make smarter decisions. You make braver ones.
CEO Call to Action: Don’t Just Plan—Listen First
Before your next strategic planning session, offsite, or investment decision—pause.
Ask yourself:
- Have we truly listened to our customers lately?
- Do we understand our employees’ view of what works and what’s holding us back?
- Are we aligned with the people who matter most to our future?
If not, it’s time to change that.
Don’t wait until a misstep costs you millions. Start asking the questions that matter—and build your 2026 roadmap on insight, not assumption.
Ready to gather the insights that shape smarter strategy? Let’s connect. I can help you design and facilitate customer advisory boards, stakeholder feedback loops, and employee insight sessions that surface the truth you need to lead with confidence.
Because the best strategies don’t start with answers. They start with better questions.