Staging: Strategic Sequencing of Key Moves

[I am doing a series of posts that discuss each of the important elements of strategy as laid out by Hambrick and Fredrickson in their classic 2005 article: Are you sure you have a strategy?]

In strategy, knowing what to do is only part of the puzzle. The when and in what order are just as important. That’s where staging, or strategic sequencing, comes into play. It’s about identifying the optimal speed and sequence of moves to ensure your strategy builds momentum, utilizes resources effectively, and positions your business for sustainable success.

This timing aspect of strategy is one of the most understudied yet potentially impactful aspects of strategy. For my academic colleagues, it is an area that needs more theoretical and empirical research.

Why Strategic Sequencing Matters

Without careful sequencing, even the most brilliant strategies can falter. Businesses risk:

• Spreading resources too thin, leading to inefficiencies.
• Missing critical windows of opportunity.
• Overwhelming teams and partners with too many initiatives at once.

Strategic sequencing allows businesses to focus on whats important at a particular point in time, build momentum, and adapt along the way.

Key Principles of Strategic Sequencing

1. Build a Strong Foundation First Successful businesses prioritize foundational initiatives before expanding into more complex or resource-intensive areas. For example, a company entering a new market might first invest in local partnerships or infrastructure before launching a full-scale operation.
2. Leverage Early Wins Small, achievable successes early on can create credibility, attract resources, and energize teams. Early wins show stakeholders that your strategy works, building the confidence to tackle bigger challenges.
3. Align Resources with Priorities Timing and sequencing should match your resources. Launching multiple initiatives simultaneously may strain budgets, teams, or supply chains. Instead, stagger initiatives to maximize impact without overloading your capacity.
4. Adapt to Windows of Opportunity Some strategic moves require speed to capitalize on fleeting opportunities, such as new technologies or emerging markets. Strategic sequencing means balancing the urgency of some moves with the deliberate pace of others.

Practical Examples of Strategic Sequencing

• Amazon’s Expansion: Amazon started with books, leveraging its success to build logistics capabilities before expanding into other product categories.
• Tesla’s Model Roadmap: Tesla began with the high-end Roadster to establish its brand, then used the profits and learnings to develop mass-market vehicles like the Model 3.
• Starbucks’ International Growth: Starbucks entered new markets by opening flagship stores in high-visibility locations to establish its brand before expanding broadly.

Key Questions to Apply Strategic Sequencing to Your Business

Here are some practical questions to consider when sequencing elements of your strategy:

Prioritize Actions

• What foundational steps must be completed before other initiatives can succeed?
• Are there specific markets, products, or customer segments that should be targeted first?

Set a Realistic Timeline

• How long will each phase take?
• Do you have the resources to execute at this pace?

Capitalize on Momentum

• What early wins can you achieve to build credibility and generate resources for later phases?
• How can you measure success at each stage to ensure you’re on track?

Adapt to Change

• Are there market trends or opportunities you need to act on immediately?
• What mechanisms will you use to reassess your timeline as circumstances evolve?

Example: A Regional Food Brand’s National Expansion

Stage 1: Build brand awareness in local farmers’ markets and refine product offerings based on customer feedback.

Stage 2: Launch in regional grocery chains to gain a foothold in a broader market.

Stage 3: Invest in national distribution and online sales platforms.

Stage 4: Expand into international markets, leveraging brand recognition and operational experience.

Each stage builds on the previous one, ensuring resources and capabilities align with growth.

Take Away...

Strategic sequencing, or staging, isn’t just about what you’ll do—it’s about when and how you’ll do it. By prioritizing foundational steps, leveraging early wins, aligning resources, and adapting to market dynamics, you can bring your strategy to life with precision and impact.

Tomorrow, I will discuss the "Economic Logic" element of strategy.