We spend a lot of time looking for ways to reach our goals; but spend remarkably little considering what these goals should be. This applies to people and organisations.

Solving the ‘how’ question is a process most of us have mastered. I want a new phone, which one should I choose? I want to see the latest James Bond, where should I go? I want a partner, how do I get one? But often, even with a brain well-trained to find convenience and a good deal, we procrastinate, ponder options, and never act; or follow a course of action, eventually get what we want, and feel no satisfaction.

Corporate strategy is a sexy domain. It is the black box of executive decision-making: setting direction, asking the big questions. Yet the term and practice blur the distinction between the Big What – why are we together and what is it that we do – and the small what – how do we succeed and what do we do next?

The same applies to personal strategy, we blur these two levels. The Machiavellian quest for power, status, wealth – how do I get to my goal – overlaps with the Socratic, Cartesian, Freudian quest for purpose: what should I want, is it what I want, and do I really want it? And so we believe, because we’re making plans and considering options, that we’re deploying wisdom.