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Developing strategy starts with asking questions. At the beginning of the process, the most important question is 'what will success look like for this strategy?' Sometimes there is an unspoken assumption that success looks like 'growth' of some kind; often, there are differing opinions about what exactly is meant by 'growth' .

I fully agree that good words are important and the use of them a skill that appears to be in decline.  But what struck me was that before crafting the words, we need to think and craft the thinking we are trying to express.