Nearly every leader asks the same strategy questions — what markets to enter, what products to build, how to grow revenue. They're all outside-in questions. And they explain why strategic plans fail 90% of the time. There's one question almost no one asks until it's too late: What must be true of the organization for us to succeed?

"Our strategy is fine. We just need better execution." It's become business gospel — and it's a red herring. What looks like strategy execution failure is almost always a design flaw in disguise. When strategy is built without context around Purpose, Growth, and Evolution, even your best operators will struggle to deliver.