This five-question model didn’t just save a dying brand, but it created a $2.5B market leader. Because strategy is not fluff, it’s about making choices under uncertainty. That’s what risk is. Strategy is risk, organized.

Let me explain.

Here’s why it matters to you

“Where will we play?”
Most professionals skip this. They are everywhere; that’s how you get disrupted.

“How will we win?”
Not vague goals, actual trade-offs. Price or quality? Depth or reach?

“What capabilities must we have?”
If you want to lead tech but don’t invest in data talent, you are bluffing, simple.
“What systems do we need?”

Risk isn’t just what could go wrong. It’s what you never track. This model forces clarity. And clarity reduces risk. Every serious leader should tattoo this on their boardroom wall.