Episode
410: Better Imagination = Better Strategy with Rebecca Sutherns
- Published
- Apr 9, 2026
- Duration seconds
- 2455
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Summary
Reflections from host Sarah Olivieri ... Imagination: The Missing Ingredient for Better Strategy Have you ever experienced a strategic planning process where you get a room full of smart, committed people? They agree on the words. They nod at the plan. And then six months later, everyone is pulling in slightly different directions. In my experience, this happens when the plan was created without real clarity and alignment around where exactly we are trying to go. Clarity and alignment come from shared understanding. And shared understanding starts with how clearly people can picture what "done" looks like. And in order to "see" what "done" looks like, we need … IMAGINATION! I recently had a conversation about this with imagination expert and strategist Rebecca Sutherns. Imagination skills are critical for great strategy planning and execution. Are You Planning Backwards? Most planning processes are built around looking in the rearview mirror. We review last year's data. We evaluate what worked. We talk about what didn't. None of that is wrong. But it's incomplete. Because strategy is not about explaining the past. It's about building the future. Rebecca said something that stuck with me: "Our strategies ought to be forward-facing, not backward-facing." That sounds obvious. But it's not how most organizations actually operate. What happens instead is this: We take what we've already done. We make incremental adjustments. We call it strategy. That's not a strategy. That's iteration without intention. And when you build a plan this way, you end up with a partially built system. It functions—but it doesn't move you meaningfully forward… Because you haven't clearly imagined, as a collective, what the future looks like, tastes like, feels like. Why Alignment Breaks Down Even…