Four levels of leading action

Strategy often feels disconnected, causing frustration. But when done right, it creates a clear, actionable narrative at every level.

Purpose level: what the company aims to achieve

Everything starts with purpose. Without it, there’s no reason to act. Purpose can be about customers, shareholder value, workplace culture, or global impact.

A simple framework for this is mission and vision:

• Mission defines what the company does and for whom. “Our purpose is to do what for whom?” – Matt Mochary
• Vision describes what the company looks like once it achieves massive success.

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Strategy level: the general approach

Once purpose is clear, strategy defines how to get there.

Big, ambitious goals can feel overwhelming. Strategy provides a guiding approach, ensuring progress without unnecessary stress.

A great framework for this is Business Objectives and Business Health KPIs:

• Business Objectives – What you aim to achieve.
• Business Health KPIs – What you refuse to compromise.

For pre-product market fit companies, a simple roadmap may be a better option.

Example:

Execution level: short-term priorities

This is where many strategies fail. They become too broad and disconnected from daily work. If people only engage with them during review meetings, they lose their purpose.

A strong execution framework answers: Who prioritizes what to achieve business objectives?

This is where OKRs shine. They turn strategy into focused, short-term priorities.

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Task level: who does what?

This is about execution. Teams should choose the best frameworks for getting things done—agile sprints, guiding principles, or project management tools.

For example, sprints can be guided by OKRs to ensure that daily work aligns with priorities.

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How it all connects

Leading action means creating a clear strategic narrative across all levels:

1. Purpose – Why the company exists.
2. Strategy – How to move toward the vision.
3. Execution – What priorities drive progress.
4. Tasks – How teams turn priorities into action.

The key? Just start. Refine as you go.

Example: