The business world has shifted, forcing leaders to redefine their vision in an era of constant change. Uncertainty is the norm. Change is the constant. While the path forward may feel uncertain, achieving strategic clarity isn’t just possible—it’s within reach.
An observation: many organizations have a strategic plan but lack a clear destination—like flying with a flight plan but no set arrival point. Without a clear strategic destination, execution slows, collaboration weakens, and organizations miss key opportunities.
To move forward with confidence, leaders must go beyond working harder or creating another strategic plan. The key is making deliberate choices that define direction. This comes before and informs the strategic plan. Patrick Lencioni’s six clarity questions offer a simple, effective way to define strategy and align teams, even in uncertainty.
- Why Do We Exist?
Every organization needs a compelling reason for existing—its core purpose. The answer should be idealistic and high-level. Why do you get up in the morning and do the work you do? Is it to change the world in some way, improve the lives of your customers (or employees), advance a cause, make money, or because you love an industry? Whatever the reason, it must be clear and resonate with everyone.
2. How Do We Behave?
Core values define culture and set expectations for every person at every level. They must drive behavior and decisions—not just exist as words on a website. A useful exercise: identify your top employees and analyze what makes them exceptional. How do they behave? Then, either re-evaluate your current values or re-focus on reinforcing them daily. Your values, when lived-out, will attract and align staff, members, and volunteers.
3. What Do We Do?
This question requires a straightforward answer. No fluff, no jargon—just a simple, clear statement: We provide these services or products to these people. Getting precise about what your organization actually does ensures clarity in execution.
4. How Will We Succeed?
Your organization needs three competitive anchors—core differentiators and success pillars that define your market position. Where will you be the best? What will make you indispensable to customers?
Spreading efforts too thin risks mediocrity; it makes it harder to excel in key areas that drive real impact. Instead, pick three strategic pillars that define success. Not four. Not five. Three. These should be so strong in execution that they naturally attract the right customers and team members.
A great example: for a long time, Southwest Airlines built its success on three anchors—On Time, Low Fares, Loyal Customers. They weren’t trying to build the biggest network or the best premium product. Every employee aligned with and executed on these pillars, fueling consistent success for over 40 years.
What are the three anchors that will set your organization apart?
5. What Is Most Important Right Now?
Organizations juggle multiple priorities—sales, marketing, technology, HR, finances—but often lack a single, overriding focus. A short-term rallying cry ensures strategic progress rather than just maintaining day-to-day operations.
Borrowing from The Four Disciplines of Execution, ask: If every area of our organization stayed the same, what one change would have the greatest impact?
Examples:
- Fixing a critical operational weakness
- Launching a new product
- Implementing a new system or process
A clear rallying cry increases collaboration, alignment, and accelerates strategic progress beyond the day-to-day.
6. Who Must Do What?
Strategy is meaningless without accountability. Clarity in roles ensures execution. First, define who is responsible for key actions. Second, ensure every team member understands their role in driving strategy.
A great way to create alignment: Have each team member write down their role and take turns soliciting feedback. This ensures 100% clarity on what our team needs from each role.
The Power of Clarity
Strategy is not a document—it’s action. Successful organizations take a stand, define their role, and align every team member around these six questions. Alignment is simply every person speaking the same answer to the same questions. Without this clarity, engagement suffers, leadership turnover disrupts progress, and execution slows because there is no compelling long-term vision.
Every team member must have the same answers to these six questions. They aren’t abstract concepts—they are the foundation for a thriving organization in a changing world.
Define your destination with clarity and set your organization on a path to lasting success. Organizations that commit to clarity will operate with greater focus, agility, and impact.
About Mark
Mark helps leaders build mission-driven, collaborative teams. As a speaker, consultant, and former software company founder, he understands the challenges of shifting priorities, slow execution, and hampered collaboration. Whether you need a strategic advisor to bring clarity to your direction or a dynamic speaker to help your leaders break down silo mentalities and work better together, Mark equips and inspires teams to strengthen collaboration and build a thriving company.
Let’s connect – Schedule a call with Mark today or email mark@markskenny.com.
