Strategy Is About Shaping the Future, Not Simply Reacting to It
Written by P Griffin September 2025
"Strategy is about shaping the future, not simply reacting to it." – Sir Lawrence David Freedman
When Sir Lawrence Freedman, one of the world’s leading historians of strategy, made this observation, he was distilling decades of study into a single, powerful truth. Freedman, Emeritus Professor of War Studies at King’s College London and author of Strategy: A History, was widely respected for his insights into how nations, organisations, and leaders can influence the course of events rather than be swept along by them.
Why This Matters for Leaders Now
The pace of change in markets, technology, and customer expectations can tempt leaders into a reactive mode—responding to competitors, reacting to crises, or chasing the latest trend. While agility is important, living in a permanent state of reaction is exhausting and rarely delivers long-term success.
A real strategy is about more than surviving the moment. It’s about:
• Creating clarity about where you want to be.
• Making deliberate choices about what matters most.
• Influencing outcomes by shaping the environment around you.
Freedman reminds us that while none of us can predict the future with certainty, we can shape it by acting with foresight, intent, and purpose.
Simple Steps to Start Building a Strategy
Many business owners and leaders feel that strategy is something complex or reserved for big corporations. In truth, every organisation—whatever its size—can benefit from a few clear, practical steps:
1. Define Your Destination – Be clear about what success looks like in 3–5 years. Is it growth, resilience, brand leadership, or something else?
2. Understand Your Environment – Analyse market trends, customer needs, and competitor behaviour. Spot both opportunities and threats early.
3. Focus on What Matters Most – Choose two or three strategic priorities. Avoid spreading resources too thinly; strategy is as much about saying no as saying yes.
4. Align Your Team – Make sure everyone understands the direction, their role in it, and why it matters. Engagement turns strategy into action.
5. Review and Adapt Regularly – Strategy isn’t a one-off plan. Review progress, adjust to changing conditions, and keep moving towards your destination.
Don’t just react to the world as it comes at you—take deliberate steps to shape your future. Whether you’re leading a global business or a local SME, the power of strategy lies in giving direction, focus, and confidence to your people. After all, without strategy, you’re simply at the mercy of events. With it, you can create the future you want to see.
Book a free 1–2 hour consultation today to review your strategy or explore the best ways to develop successful strategies for your business.