New Book · International English Edition

Stop the hot air.
Start acting.

Strategy is not magic — it is craftsmanship. Clean lines, openness, clarity. A proven method built on three phases, eight steps and a documented track record across Scandinavia. This book is your guide to a strategy that survives Monday morning.

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Sanne Markwall, author of Strategy is Tangible, standing confidently in a black blazer
"The book takes a sober approach. Strategy is, at its core, concrete — it must be translatable into action." Marcus M. Larsen, Professor of Strategy, Copenhagen Business School

The Problem

Most strategies die in a drawer. They are vague mission statements that no one can translate into action. Employees get lost in their tasks, working on all sorts of good things that don't move the organisation in the right direction. The strategy becomes a menu with all the trimmings — and nothing changes.

The Craftsmanship

Good strategy is craftsmanship — not theory. It requires facts over gut feelings, structured analysis over brainstorming, and above all: the courage to make strategic opt-outs. This book gives you a proven method, best practice tools, and a clear path from analysis to action plan. Strategy that survives Monday morning.

The Method

Three phases. Eight steps. Real results.

A structured approach to strategy that turns complex thinking into concrete actions. Built on internationally recognised models and 50 years of practical experience.

Phase 01 · Present

Understand where you are

Gain a fact-based understanding of your current situation — from the outside in and the inside out.

  • 01 External analysis: PESTEL, Porter's Five Forces, Value Proposition
  • 02 Internal analysis: Four bottom lines, McKinsey 7-S, Owner preferences
Phase 02 · Future

Define where you're going

Challenge your view of the future with AI, sustainability, scenarios, and a clear vision.

  • 03 AI and sustainability as strategic drivers
  • 04 Scenario exercises — four futures
  • 05 Vision, mission and values
Phase 03 · Action

Build the bridge

Prioritise ruthlessly, formulate traffic lights, define Must-Win Battles, and execute.

  • 06 Strategic opt-outs and the TOWS traffic lights
  • 07 Strategic themes, goals and KPIs
  • 08 Action plan, responsibilities and follow-up
The TOWS Model

Red and green traffic lights.

The book's signature tool. Combine your prioritised SWOT elements to formulate concrete strategic actions — with full traceability back to the analysis.

●

Green Traffic Light

A business opportunity to pursue. When an external opportunity meets an internal strength, you have a "low-hanging fruit" — an obvious chance to grow, differentiate, or invest.

Strength + Opportunity = Action to pursue
●

Red Traffic Light

A burning platform that demands action. When an external threat meets an internal weakness, you face a critical challenge. The plug has been pulled — put it back in, or the water runs out.

Weakness + Threat = Action to address
Strategic Leadership

It takes a strong back to plan, a soft front to lead, and a wild heart to innovate.

Strong Back

Courage to face the facts. Prioritise ruthlessly through controlled opt-outs. Cut your SWOT to the bone. The difficult strategic deselections are what sharpen your strategy.

→ Chapters 6 & 8

Soft Front

Listen. Involve employees, managers and the board from the very start. Make the framework clear, then set people free. Strategy is something we do together — always.

→ Chapters 2 & 11

Wild Heart

Explore scenarios that don't exist yet. Shape a challenging future with AI and sustainability. Set up an innovation lab. Challenge the status quo — because every change brings new opportunities.

→ Chapters 5 & 6
Foreword
"One of the book's central points is that strategy is about choices — but perhaps even more importantly, about what you choose not to do. It is easy to set ambitious goals, but much more difficult to make the necessary decisions about what not to do."
Marcus M. Larsen · Professor of Strategy and International Management · Copenhagen Business School
What People Say

Tested. Trusted. Tangible.

"If you follow this method, you won't just have a strategy — you'll have a plan you can actually execute."

CEO, Danish manufacturing company

"The traffic light system finally made our SWOT useful. We stopped staring at it and started acting on it."

Strategy Manager, Nordic consulting firm

"Particularly valuable for those of us who have seen too many strategies die in a drawer."

Board Member, Swiss NGO

"The book does not introduce a radically new approach. Its strength lies in its clear and accessible presentation combined with concrete examples."

Professor, Business School

"Finally a strategy book that doesn't promise a silver bullet. It promises hard work — and shows you exactly how to do it."

COO, International exchange programme

"We used MakeMyStrategy.com alongside the book. The combination of analogue thinking and digital execution is powerful."

Director, Norwegian consultancy
Sanne Markwall, author of Strategy is Tangible
About the Authors

Sanne Markwall

Sanne Markwall is a strategist, author and CEO of MakeMyStrategy.com — Scandinavia's first fully digital strategy platform. With decades of experience as CEO of a strategy consulting firm and hands-on work with organisations of all sizes, Sanne brings the kind of clarity that only comes from doing the work, not just teaching it.

Henriette Rald, co-author of Strategy is Tangible

Henriette Rald

Co-author and former senior executive with years of strategic leadership across public and private organisations. As an independent consultant, Henriette combines boardroom experience with hands-on implementation — driven by the belief that strategy must involve the entire organisation to create a common direction.

The Danish original — Strategi er Konkret — is published by Samfundslitteratur and has been adopted by organisations across Scandinavia. Strategy is Tangible is the international English edition, bringing Nordic strategic craftsmanship to a global audience.

MakeMyStrategy.com

The book's companion platform. A digital strategy workspace that guides organisations through all three phases and eight steps — with AI-driven insights, real-time strategy visualisation, collaboration tools, and automated action plans. Trusted by organisations in Denmark, Norway, Switzerland and beyond.

Visit MakeMyStrategy.com →
From the Book

Strategic insights & book excerpts.

Ideas, frameworks and provocations from Strategy is Tangible — and beyond.

A strategy document lost in a maze — why most strategies fail
Book Excerpt

Why most strategies fail — and what to do about it

The Cheshire Cat problem: if you don't know where you're going, any road will do. Here's how to fix that.
SWOT matrix transformed into a decision engine with traffic lights
Framework

SWOT done right: from drawer model to decision engine

Most SWOTs are a waste of time. Here's how to turn yours into the backbone of a real strategy.
A bold red line crossing out items on a strategy list — the courage to say no
Leadership

The courage to say no: why strategic opt-outs define your strategy

Steve Jobs said it best: focus means saying no to hundreds of good ideas. Here's how to make the cuts.
All Insights →

Listen before you read.

The audiobook is available on ElevenReader — perfect for busy leaders who want strategic insight during the commute.

▶ Listen on ElevenReader
Get Your Copy

Available worldwide.

Paperback, eBook and audiobook. Choose your format and start building a strategy that actually works — this Monday.

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Paperback

152 pages · Available on Lulu, Amazon and bookstores worldwide

 📱

eBook (ePub)

Available on Lulu, Bol.com, Orell Füssli and more

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Audiobook

Available on ElevenReader
Lulu → Amazon → Bol.com → Orell Füssli → ElevenReader →

Bulk orders for workshops and leadership teams? Get in touch.

🇩🇰 Taler du dansk? Den originale udgave Strategi er Konkret er udgivet af Samfundslitteratur.