Why ‘Strategy Is Choice’—Not Just Planning or Optimizing

Sometimes, when faced with a buffet of possibilities, the urge to keep every option open feels irresistible. You convince yourself that flexibility is strength—even as your best ideas dry up from a lack of focus. Rohan, a project lead, juggled so many initiatives at work that he rarely did any one of them well. Each month, something new would tug at his attention: a promising side partnership, a pet project another team wanted help with, a new market that seemed exciting. His calendar became a patchwork of half-finished plans, and his team’s morale slipped as their hard work rarely led to visible wins. Their efforts kept them busy, but no one could say what they were actually winning at.

Finally, his manager asked, “What is the one thing you will stake your team’s reputation on next quarter?” That question landed with unexpected weight. Rohan felt sweat prick the back of his neck. For the first time, he admitted that choosing one direction meant shutting off others—and risking disappointment. Over coffee, he drew a single, clear goal: own the regional product launch, even if it meant dropping other projects. Some team members were relieved; others worried about what they’d leave behind. The weeks that followed weren’t easy. Saying “no” to good ideas, helpful colleagues, or easy wins—even politely—triggered self-doubt. But as they focused all efforts on the launch, momentum built. In the end, their results smashed targets and set a new company record.

Behavioral science research shows that the anxiety of losing options (known as loss aversion) can drive even smart people to spread themselves thin. Yet, teams that make real, conscious choices about what not to do consistently outperform those that hedge bets. It’s choice, not just action, that makes strategy powerful—and most people simply don’t make enough of them.

If you want to stop treading water and start leading with impact, you need to choose—really choose. Start by listing all your options, then push yourself to cross a couple off the list (even if it stings). Make space for a clear aspiration and remind yourself each month why you made those calls. Focus brings relief, then confidence, and then visible wins. Give it a try tonight: draw your single line in the sand, and back yourself to deliver.