Or why we get strategy so wrong.

I suspect that, within most leadership teams, admitting you don’t know what a strategy is feels like, confessing to weakness or incompetence. There’s this silent assumption that everyone should automatically “get it,” which makes it almost impossible for anyone to ask for clarity without worrying they’ll be judged. This reluctance often leads to bloated, overcomplicated plans that lack any real direction.

As Richard Rumelt, one of the sharpest minds on strategy, said:

“Good strategy is unexpected because most organisations don’t have one. Instead, they have multiple goals and initiatives and try to change everything simultaneously.”

When my daughter was four, she insisted on dressing herself, which usually resulted in an outfit with all the right clothes—just often on in the wrong order, back to front, or a mix of styles that didn’t quite work. I’d frequently find myself casually mentioning to her teacher that she had dressed herself that morning.

We’ve done the same thing in business—thrown a jumble of words together, often in the wrong order or misused entirely: goals, vision, mission, purpose, tactics, execution, values, guiding principles, and, of course, strategy.

So, let’s strip it back and get practical. I worked with a friend from the Royal College of Defence in London, where we planned a mission to neutralise enemy airfields. It was of course just for fun but it was an eye-opener. And here’s what I learned…

Our Vision

Maintain the security and integrity of our borders.

Our nation’s safety depends on ensuring no threat crosses our airspace or territory. This is not just a mission—it’s a mandate. Victory is not just a goal; it is a necessity for our continued safety.

Our Guiding Principles

Operational Excellence

Every operation must be executed with precision and efficiency. Our forces are trained to perform at the highest level, where failure is not an option.

Enemy Intimacy

We know their every move before they do. Intelligence is our weapon; we gather, analyse, and predict enemy actions with unparalleled accuracy. We anticipate their next step and ensure we are always one step ahead.

Mastering Technology

Our systems, weapons, and communication are state-of-the-art. We lead with innovation, using advanced technology to dominate the battlefield and ensure superiority in both defence and offence.

Decisive Action

We strike hard and fast and only relent once the mission is complete.

Mission (One of many ongoing operations)

Take out the enemy’s airfields.

The enemy relies on these airfields to launch their counterattacks and maintain control of the skies. Disabling them is crucial to crippling their ability to fight and ensuring our air superiority.

Obstacles

Surface-to-air missiles (SAMs)

Highly mobile and deadly, SAMs are the primary threat to our aircraft. If not neutralised early, they can target and eliminate our forces from a distance.

Ground Radar

Enemy radar systems are designed to detect our incoming forces, giving them time to prepare and launch countermeasures. To succeed, we must avoid detection at all costs.

Enemy Aircraft

Once airborne, enemy fighter jets pose a significant threat. They are fast, manoeuvrable, and capable of overwhelming our forces if allowed to engage.

Weather Conditions

Sudden shifts in weather can affect visibility, precision targeting, and flight safety. Meteorological units will provide regular updates, and backup plans will be in place for poor weather conditions.

Enemy Reinforcements

The enemy may mobilise reinforcements from nearby bases. The mission plan will include quick-reaction forces to deal with incoming threats before they reach the airfields.

Strategy

Fly Low to Avoid Radar and SAMs

Our aircraft will fly below enemy radar detection at low altitudes to minimise exposure to ground radar and Surface-to-Air Missiles. Terrain-following radar systems will aid navigation through challenging terrain and poor weather conditions.

Neutralise SAMs and Ground Radar

A coordinated Suppression of Enemy Air Defenses (SEAD) mission will be executed, targeting SAM sites and radar installations simultaneously as our forces cross the border. This will clear a safe path for our aircraft and delay enemy reaction times.

Attack from Multiple Directions at Night

We will confuse and overwhelm enemy defences by striking from three different angles and under cover of darkness. Night operations reduce the effectiveness of enemy visual tracking, and multi-directional attacks will spread their forces thin, increasing the likelihood of a successful strike.

Prepare for Weather Shifts

Real-time weather monitoring will guide tactical decisions. Aircraft are equipped with advanced systems to ensure precision even in poor visibility, and contingency plans are in place to reroute or delay missions temporarily if conditions deteriorate.

Counter Enemy Reinforcements

Early detection of enemy reinforcements will allow us to deploy Quick Reaction Forces (QRF) to intercept and neutralise incoming threats. Diversionary attacks and ground interdiction missions will disrupt enemy movement, while persistent aerial patrols will ensure that enemy reinforcements do not reestablish control over the airfields.

Tactics

Suppression of Enemy Defenses (SEAD)

Before our main force moves in, a dedicated unit will conduct a Suppression of Enemy Air Defenses (SEAD) mission. This involves deploying specialised aircraft to target and destroy enemy SAMs and radar installations, clearing the path for the rest of the team.

Stealth Technology and Jamming

Deploy aircraft equipped with stealth technology to penetrate deep into enemy airspace. In tandem, electronic warfare units will jam enemy radar systems and communications, reducing their ability to respond.

Diversionary Forces

While the main attack force moves in from three directions, a diversionary force will simulate attacks from alternative areas, pulling enemy defences away from the primary targets.

Close Air Support (CAS)

Once the airfields are attacked, our Close Air Support (CAS) units will be on standby to provide immediate assistance to ground forces and ensure that enemy reinforcements are neutralised quickly.

Precision Bombing

High-precision bombs will be used to strike critical infrastructure, including runways, hangars, and command centres, ensuring the airfields are rendered useless.

Aerial Refueling

To ensure extended operational capability, aerial refuelling tankers will be strategically positioned for extended mission time and deep penetration into enemy territory.

Use of Drones for Recon and Decoy

Unmanned Aerial Vehicles (UAVs) will be deployed in advance to gather real-time intelligence on enemy movements and positions. Drones may also be used as decoys to draw out enemy defences.

Ground Coordination

Special Forces may be deployed behind enemy lines to provide laser targeting for airstrikes and sabotage ground radar systems. This coordination between air and ground units is critical to mission success.

Escape and Evasion Plans

Pilots will be briefed on escape and evasion routes in case of emergency landings behind enemy lines. Dedicated teams will be on standby for Combat Search and Rescue (CSAR) operations.

Actions

Prepare your Plans

Each unit commander must develop a detailed action plan based on the outlined strategy and tactics. This plan should include timing, formation, roles, and contingencies.

Coordination

Synchronise your plans with allied units. Every strike must be executed with perfect timing to maintain the element of surprise and ensure mission success.

Submission for Approval

Submit your final plans to Command within 48 hours for review and approval. No detail is too small; the success of this mission depends on flawless execution.

Communication and Command

Effective communication is the backbone of any successful military operation. The Command Center will maintain real-time satellite feeds and encrypted radio channels for secure and continuous updates from all units involved. Redundant systems will be in place to counter any disruption in communication.

Command Hierarchy

Clear command structures are essential for maintaining order during high-stress operations. A centralised Command Unit, with designated field commanders for each attack force, will oversee the operation. Each unit leader will have full authority over their teams but must adhere to mission parameters as outlined in their approved plans.

Emergency Protocols

Should communication break down, pre-established fallback points and timing will ensure coordination can continue without real-time updates. In the event of the enemy jamming, visual signalling or backup frequency channels will be used to maintain contact.

Risk Management and Contingencies

In war, the unexpected is always expected. As part of our operational planning, contingencies will be established for every possible threat, including mission failure scenarios.

Strategy is straightforward: it is how you overcome the obstacles that stand in the way of executing your mission. Your missions are how you achieve or get closer to achieving your vision.

Back to the great strategist Richard Rumelt.

“If you fail to identify and analyse the obstacles, you don’t have a strategy. Instead, you have either a stretch goal, a budget or a list of things you wish would happen.” - Richard Rumelt.

If that is what the RCDS does - what might that mean for how you see your business strategy?