The One and Only True Business Strategy (why most strategies are a waste of time)



… Lenka and I were in London at a business conference with about 250 people. The man on stage was telling stories about his success and the success of his clients. He had clearly made it. “From zero to hero.” We felt inspired. He had created a highway to success that we had been searching for. His strategies made logical sense and they had clearly worked for him and his students. That means… they must work for us as well!


Next thing we knew, we were signing up for $27,000+ worth of coaching programs.


Today, more than 1.5 years later, we are still waiting for the pay-off. We learned a lot, but the strategies had not closely delivered the ROI that we had been hoping for.


We did what the coaches told us to do. We followed the step-by-step instructions of the strategies they recommended to us. We took action. We implemented. But something wasn’t right… money was not flowing in the way we were promised. And we were not the only ones. We have met tons of people with a similar experience. Smart, hard-working people. So what happened… what went wrong?


If you are thinking about investing in strategic consultancy or in buying a step-by-step strategy to getting something you want, make sure you thoroughly read and understand this article first.


This article is about the MISUNDERSTANDING of what strategies seem to be versus what they truly are in reality. If you are in the business of creating a wealthy future for yourself, your team, your clients and your partners… this article provides deep fundamental insights into what truly long-term sustainable business success looks like.


Before you continue reading, please open your mind and choose to focus on the positive. Even if you do not agree with everything, you can extract value for you and your unique personal situation. The misunderstandings about strategies have to do with an understanding of cause-and-effect relationships. Please let me explain.


WHY are most strategies a total waste of time?


Most people in business believe that a good strategy is the CAUSE of achieving a great outcome. So they spend much time and energy searching for the best strategies to get what they want. Sounds logical right? But it is based on the assumption that doing the right things leads to success. In reality, step-by-step strategies can only be defined in hindsight. They happened to be the path that a certain person or business ended up taking. One of thousands viable paths. The one that happened to unfold in a specific case, in a specific place and time, with specific people involved.


At best, predefined business strategies are an indication of what could work.


In reality, “successful strategies” are merely the SYMPTOM of who a person or an organization is on the inside. An expression of the decisions somebody made in specific situations. This means that the outcomes we produce are a reflection of who we are on the inside.

“Man’s chief delusion is that there are causes other than his own state of consciousness.” (Bob Proctor)

“You are the placebo.” (Dr. Joe Dispenza)

“As a man changes his own nature, so does the attitude of the world change towards him.” (Mahatma Gandhi)


In other words: true stress-free success in business is about playing the INNER GAME, not about executing externalized strategies.


Because when you make it your top priority to align your decisions and behaviors with your spirit, identity, core values, beliefs and skills… you “automatically” engage in helpful behaviors that lead to your desired outcomes. This alignment is what we call INTEGRITY; to act in accordance with the deepest truth of who you really are.

If you only remember one thing from this article, let it be this:

Truly long-term sustainable successful businesses focus on alignment. Predefined business strategies can best be seen as “suggestions for experiments”, recipes you can try out once to find out what feels right versus wrong, what gives energy versus costs energy, what works versus what doesn’t work. There is a lot of value in strategies, but never mistake them for a perfect cure.


Before you engage in a new strategy (experiment), make sure you are crystal clear on:

  • Who do you want to be?
  • Which experiences do you create for your team, your clients and your partners?
  • Why is this important to you?


For a while we felt bad about investing $27,000 investment in predefined strategies (shortcuts), instead of in marketing (having conversations with actual clients). But we realized that the value of our learnings far exceeds the cost of our investment. We went places and we learned from top-level coaches. We met amazing entrepreneurs who do whatever it takes to live their dream. Lenka and I have become stronger individuals, because we dared to bet on ourselves.


About 7 months ago, when we realized that we were going down a path that was not ours. We decided to take a break. To go on vacation and simply ponder over the biggest questions in life: who am I and what do I want? We firmly decided to “just do us”. No more strategies, just authenticity. Business started to pick up. Clients became fans. Referrals started coming in.


Our stress-free business strategy can be summarized in 3 steps:

  1. Relax
  2. Surrender
  3. Do the “right thing” in the situation which is in front of us

The #1 priority on top of our minds is to stay stress-free. To be in a positive state of mind where there is room for inspiration and creativity. No more pushing, just being pulled. We follow the flow, we ride the wave of synchronicity and create more beautiful experiences than we ever have before.


This is what David Allen calls “the art of stress-free productivity”.

Marshall Goldsmith urges all business leaders to simply: “be happy now”.

The inspirational stories of Joseph Jaworski and Michael Singer confirm that alignment leads to synchronicity, which is many times more powerful than any predefined strategy.


If you agree with the above logic, there is only one conclusion:

The “One and Only True Business Strategy” is to create alignment with Who You Want To Be.

The internal world is what you have control over (somewhat). The external world is your mirror. 99% of the business world does not seem to grasp this idea yet. The 1% who do are the movers and shakers, the disrupters who make a true impact. Right now, the choice is yours: do you choose to prioritize the internal world or the external world? Will you live on purpose, or will you live by coincidence?

People often tell me: “that sounds simple, but I am way too busy to pay attention to these things!”

“How can I focus on who I am when I am under pressure with tons of emails, people calling and interrupting me, countless meetings and facts to keep up with? How can I ‘be happy now’ when my mind is constantly racing, trying to remember everything that I still have to do?”


If you are ready to take control of your destiny, this is the best way to get started now:

Click here to request our free mini e-book (7 pages, 10 minutes) that is waiting for you. This is your stepping stone to taking back control, getting in alignment and building a business that serves yourself and others for the rest of your life. The e-book described 3 simple strategies that work for everyone. Definitely worth an experiment, I would say…😉

I look forward to reading your comments. Please let me know your thoughts and keep me posted on your progress.


With Love and Enthusiasm,

Alexander Keehnen

FREE Mini E-Book: "The 3 Superpowers of Outstanding Team Leaders"

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