What the Best Leaders Say Issue 9 Strategy discussions often revolve around the search for the next big idea. When performance stalls or alignment loosens, leadership teams frequently respond by changing the strategy in search of that big idea. Yet in many organizations the deeper problem is not the absence of a new idea. It is that the existing one has never been refined enough to guide decisions. This essay explores a pattern visible in companies as different as Yahoo, IKEA, Google, and...