There’s a moment when strategy stops being the problem.
It doesn’t announce itself.
No crash. No burnout. Nothing breaking.
Just a quiet shift.
You’re explaining what you do.
It sounds fine.
But something in your body doesn’t move with it anymore.
Not lost.
Not confused.
Just a sense of being a step ahead of what still exists.
And that’s uncomfortable.
Because walking away would feel dramatic.
But doubling down doesn’t feel honest either.
So it’s easier to adjust things.
Tweak the message.
Add structure.
Stay busy.
Anything except sitting with the thought:
“Is this still coming from who I am now… or from who I used to be?”
And here’s the part that stings a little:
Sometimes clarity doesn’t come from fixing the business.
It comes from admitting the business no longer fits.
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There’s a moment when strategy stops being the problem.
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