Strategy isn’t a wishlist—it’s a series of tough choices about where to play and how to win. In this episode, economist, entrepreneur, and Strategic Value Creation author Rupert Morrison joins Bill Banham to break down why so many organisations confuse goals with strategy, and how to build a simple, practical system that links strategy to plans, KPIs, and boardroo

m decisions.Rupert walks through the core steps: define your unique value factors, map the capabilities that power them, and capture the activity system on one page. Then make it real with a plan-on-a-page showing today’s metrics, five-year targets, and the critical initiatives