Three fundamental questions that shape every strategy
Every strategy, branding, or marketing—whether it's in branding, marketing, repositioning, a product launch, or a campaign refresh—begins with a simple truth: you can’t move forward effectively without understanding where you’ve been and where you are. That’s why three fundamental questions underpin any successful approach:
How did we get here?
What is happening?
Where are we going?
These aren’t just theoretical prompts; they are the foundation of clarity, direction, and meaningful decision-making. Let’s break down why each question matters and how they can guide your project from insight to impact.
1. How Did We Get Here? (Understanding the Past)
Before making any strategic moves, it’s critical to understand the journey that led to the current moment. This involves looking at historical decisions, market shifts, customer perceptions, internal dynamics, and competitive movements. Key areas to explore include:
Brand & business evolution: What has defined the brand or company’s story so far? What strategic choices shaped its identity?
Market trends & industry forces: How have external factors influenced the brand’s position?
Previous successes and failures: What has worked in the past? What hasn’t—and why?
Cultural and organisational context: What internal values, beliefs, and structures have played a role in shaping today’s reality?
The goal here isn’t to dwell on the past but to extract lessons that will inform smarter, future-focused decisions.
2. What Is Happening? (Assessing the Present)
This is the diagnostic phase—taking stock of the current landscape with objectivity and precision. This step ensures that strategy, branding, or marketing efforts are grounded in reality rather than assumptions. Important considerations include:
Market and competitive landscape: What are the dominant trends, threats, and opportunities? Who else is playing in this space, and how do they compare?
Customer mindset and behaviours: What are customers or audiences actually thinking, feeling, and doing?
Brand perception and positioning: How is the brand currently seen, and does that align with how it wants to be seen?
Internal alignment and capability: Does the organisation have the structure, resources, and talent to deliver on its ambitions?
At this stage, research is key. Data, interviews, competitive analysis, and real-world insights all contribute to building a clear and unbiased picture of the present state.
3. Where Are We Going? (Defining the Future)
With a strong grasp of the past and present, the focus shifts to crafting a compelling vision and setting a strategic direction. This is where ambition meets realism, answering:
What’s the desired future state? What do we want to be known for? Where should we position ourselves?
How do we differentiate? What unique value can we create that competitors can’t easily replicate?
What’s the roadmap? What steps, investments, and actions will take us from today’s reality to tomorrow’s aspirations?
How do we measure success? What KPIs, milestones, and qualitative signals will indicate progress?
This stage is about alignment and commitment—ensuring all stakeholders not only agree on the vision but are also ready to take the steps necessary to achieve it.
Conclusion: Strategy as a Narrative
At its core, strategy—whether in branding, marketing, or broader business decision-making—is about storytelling. It’s about connecting the dots between where we’ve been, where we are, and where we’re going. When approached with these three fundamental questions, the result is not just a logical strategy but a compelling narrative that aligns teams, engages customers, and drives meaningful progress.
So next time you embark on a project, start here:
How did we get here?
What is happening?
Where are we going?
Get these answers right, and everything else will follow.
