Trust your gut feel

Welcome to the Strategic Leader newsletter! In each edition, I give you a perspective, resource (e.g. a tool, framework), and a recommendation (for a book, article, talk, service, or person).

If we haven’t met yet, thank you for joining me! You can learn a little more about me here , including a short film.

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This edition is rather special – at least to me – because it launches my new business and brand:

Strategy Shift.

I’d like to explain how it came about and what it involved; in case it helps you as you consider doing something similar. I was inspired by my friend Amy Gallo , who launched her own 2.0 recently and I thought I’d follow suit (explaining it, that is). Here's a taster of what it looks like (you can see the full site here ):

Perspective

When I started my new career in July 2020, I realised I needed a site that showcased what I did and who I was. It’s served me well and it’s still there. I worked with the brilliant Steve Gibson who conceived the ideas, came up with the designs, and produced it, along with other materials.

At the same time, it was all about me. Perhaps – for the psychologists amongst you – there was an element of me proving to myself what I could, even after nearly 25 years of work!

I also found there were moments when some folk struggled to describe me – using generic terms like strategic advisor or coach – or referring to me as a former partner in Strategy&, PwC (which is true).

I decided I needed to create a new entity and identity that:

• Set out the work we do for CEOs and other C-Suite execs as they look to tackle big, bold, complex challenges. Shifts in strategy, from organisational to personal, are fundamental to this.
• Emphasise the impact we help them create - a big shift on the bottom line, organisational capability, and their own career.
• Make it easier to work with other advisors, coaches, and specialists who may feel more comfortable under this company (rather than individual name) umbrella.
• Commission research using this name that stimulates better thinking and practice in the world of business.

I was also clear about who I work with and what I do for them:

• C-Suite executives looking to create something bolder, brighter, better. At the vanguard. Typically, at the beginning of a new role.
• This requires a shift in their strategy – their organisation, team, and themselves.

I want to work with inspirational people who want to make a big impact in the world around them – but are struggling to figure out where to start, where to focus, and how to do it. People with big ambitions with a big heart.??????????????????????

I talked it through with Steve, who asked his usual incisive, challenging questions – why now? Who does this benefit? He came up with a long list of names reflecting my ambition, purpose, and focus (and available domain names!). I tested the short-list with a selection of trusted clients, collaborators, and friends, carefully chosen to represent different perspectives and styles.

We landed on Strategy Shift. Strategy because I’m all about helping people making smarter choices to achieve their goals. And Shift because that’s what it takes to get there – sometimes, a series of nudges, other times bigger shifts, even leaps. I also felt it rolled off the tongue nicely.

Before this becomes too self-indulgent let me share some lessons:

Go with your gut feel.

It just felt like the right time to do it. There was nothing wrong with davidlancefield.com (and this will evolve as a representation of me) but I felt I needed a pivot, or, should I say, shift. I wanted something that captured the product and impact more clearly.

Focus on your impact

I took a long, hard look about what I want to do and who I serve. And, importantly, how I want to be remembered. I’m fortunate that there are plenty of things I can do. But why make it harder than it needs to be for people to get you – especially it’s critical to stand out and stand for something.

Don’t be afraid to leave things behind

Whilst we focused on the ‘new’, it was an opportunity to take a cold, hard look at anything that was redundant. At first, it felt uncomfortable, perhaps pride and stubbornness kicking in. But as we developed the new identity it became obvious about where I should focus.

Do it at a good pace

Whilst I’m ‘positively impatient’, I wasn’t in a rush. I also didn’t want this to be a year-long exercise. Life’s too short. So, I wanted to make some progress and gave myself a Q1 2024 deadline after starting in the Autumn of 2023.

Pick the best people and give them space to do their work

I trust Steve and rate his work. I gave him a brief that I wanted the visual identity to be striking, bold, to reflect the people I work with and the work we do. He then applied his magic.

I also wanted some new imagery. We hired Mats Lignell from Unsaid to shoot some photographs inside and outside and create a short film, with the creative brief set by Steve. He added his own take, coming in fresh with new ideas and angles.

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I really hope you like what we’ve come up with – and what it represents.

It feels like the start of a new chapter. New beginnings. Exciting!

Wishing you all the best,

David.

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Thank you for reading this edition of the Strategic Leader newsletter. I hope you found it insightful and useful. Here are some ways to access further perspectives, tips, and resources:

• Follow me on LinkedIn to join the conversation on my posts, and ring the bell????on the right hand side of my name to receive my new posts.
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• Take my Extraordinary Essentials test to assess how you stack up against six characteristics of strategic leaders.
• Check out my services for strategic leaders.