Introducing the Direction Stack: Turn strategy into something your team can actually use

If you’re the one making the decision and driving everythingIf teams are confused, endlessly debating and not making progress  

The problem is a lack of direction

I’ve known what the problem is for years and I’ve struggled to help people solve it. But you know me, I bounce back and try something new.

I’m calling it the Direction Stack.

It helps CEOs and executive teams turn strategy into a shared language teams can actually to make decisions and make progress  I’m not trying to change your strategy.  I’m trying to make sure your team gets it and can use it.

What is the Direction Stack?

The Direction Stack is a communication and clarity tool for CEOs and executive teams. It helps you translate strategy into a shared language your teams can use in:

• Planning

• Roadmapping

• Prioritization

• Tradeoffs

• Hiring

The goal isn’t to impress investors (but it will likely help you pitch better)It’s to make sure your team can explain what matters, why it matters, and how to act on it

What’s in the Stack?

1. The 1-Minute Vision

What are we building—and why does it matter?

This is your headline story. The thing everyone should be able to repeat. It sets direction and makes the purpose memorable.

A good 1-Minute Vision is:

• Ambitious but tangible

• Emotionally resonant

• Easy to repeat without a slide

Example: “We’re building the fastest, easiest way for small businesses to grow with AI, because enterprise tools are locking them out.”

Why it matters: If people can’t describe the future you’re aiming for, they can’t align to it.

2. Strategic Focus Areas (with the Why)

What are we focused on right now—and why does it matter?

Make the case for your big themes or bets for the next 3–6 months. 

Format:We’re focused on [What], because [Why it helps us win / grow / serve customers better].

Examples:

• We’re improving onboarding, because activation in the first 5 minutes is the biggest driver of retention.

• We’re launching a European data center, because regulation requirements are blocking deals 

• We’re shifting resources to customer success, because week 4 churn is pushing down the LTV.

Why it matters:Without the “why,” focus areas feel like busywork and you are just waiting for the next change in direction to be handed down. It leads to low morale, slow delivery and limited innovation. 

Manager Tools 

How do we keep everyone aligned in meetings, updates, and decisions?

Managers are your multipliers. Equip them with tools that make the strategy stick.

Decision Filters:

Short, sticky rules that speed up aligned decisions:

• Speed over scope under $50K MRR

• Retention over acquisition in Q3

• If it doesn’t drive user value, it doesn’t ship

If no one says the filters out loud, they don’t exist.

Weekly Team Update Format:

• This week we’re focused on: [Tactical effort]

• It supports: [Strategic Focus Area]

• It matters because: [Why the strategy exists]

• We’re tracking progress with: [Metric or indicator]

Prioritization & Tradeoff Questions:

When teams are debating what to build, cut, or delay, ask:

• Does this connect to a strategic focus area?

• What’s the “why” behind this work?

• Which decision filter applies?

How the Stack Operates

The CEO owns the Stack since It’s your translation layer between vision and execution. It doesn’t replace your strategic planning or performance managements. It’s an add on that contextualizes and makes it useful. Create a new one every time your strategy shifts—or when you notice teams aren’t moving the way you hoped.

Everyone, from execs to ICs, should understand what you’re doing, why it matters, and how to talk about it.

Use the stack in planning, standups, retros, and tradeoff conversations. That’s how you turn clarity into action.

How You Know It’s Working

• Anyone on your team can describe the strategy and why it matters

• Prioritization feels faster, because direction is clear

• Fewer things get “stuck” waiting for you

• Teams make better decisions, on their own

If your team can’t tell you the strategy—or apply it without you—it’s not clear enough.

Why I’m Sharing This

This isn’t a product. It’s a practice.

Something you can test, refine, and evolve with your team.

If you’re trying to move faster, align better, and reduce friction, try building your own Direction Stack.

I’d love your feedback:

• What resonates?

• What’s still unclear?

• What would you change?