The value created for customers is what makes the difference between a business's success and failure.

Focusing on value creation is the point of convergence for your strategy, your capacity for innovation, and the rigor of your strategic thinking. Most leaders talk about it, but very few truly integrate these three pillars into their daily operations.

This week, I propose three readings to put the customer at the heart of your strategic decisions (Roger Martin), structure every profitable innovation project (Rita McGrath), and transform strategic thinking into a daily managerial reflex (HBR).

Strategy: Revisiting My Definition of Strategy (R.Martin, Medium 2025)

Roger Martin offers an update to his definition of strategy, emphasizing the need to make clear, coherent decisions that prompt customers to act.

He reminds us that strategy is not just a list or a plan, but an integrated set of decisions that influence purchasing behavior. A good strategy leads to solid financial results by influencing customer actions that the company cannot directly control.

What does that mean concretely? The customer is central to the strategy, and the value offered is key to developing a competitive advantage. Remember: the goal is not to be the best, but to be unique.

Read Revisiting My Definition of Strategy

Innovation: When terrible things happen to good innovation projects… (R.McGrath, 2022)

Rita McGrath highlights that successful innovation is based on three essential phases —ideation, incubation, and acceleration— each with its own processes and requirements.

These phases require different actions, resources, and stakeholders’ involvement. Ignoring the particularities of these phases leads organizations either to engage in "innovation theatre" or to failure.

Innovation does not only require good ideas. They must be validated and integrated into the organization's business model to be profitable and feasible. Innovation must clearly articulate value.

Read When terrible things happen to good innovation projects…

Strategic Thinking: Our Favorite Management Tips on Strategic Thinking (HBR, 2025)

This article presents six tips for improving strategic thinking skills.

It highlights the importance of clear communication, aligning team efforts with organizational objectives, and regular reflection on strategy.

The article emphasizes the importance of observation, the value of asking relevant questions, and the need to make small daily decisions to integrate strategy into the work. Understanding what influences value is an essential element of strategic thinking.

Read Our Favorite Management Tips on Strategic Thinking

Have a great week and good exploring!

Eric L’Heureux