We compress every strategy we write into seven words. It sounds gimmicky until you've sat in the boardroom where a strategy that took six months to build can't be explained without a deck.
The seven-word test is brutal. If you can't say it cleanly, the team can't execute it cleanly. If the seven words don't survive a sceptical question, the strategy won't survive contact with the market.
It's not the seven words that matter. It's the discipline of arriving at them.
