The wellness industry’s journey, which began in the 1950s offers invaluable strategic insights. Wellness can be defined as the pursuit of activities, choices, and lifestyles that lead to holistic health. But it also symbolises the striving toward an aspirational yet unassailable goal.

JTBD is a framework that helps businesses understand why customers purchase a product or service. It goes beyond traditional demographic or psychographic segmentation and focuses on the specific jobs that customers need to accomplish. This approach can provide a fresh perspective that reveals new opportunities for differentiation and growth.

It all begins with an idea.

The biggest problems in strategy arise between strategy formulation and execution. Research indicates that a staggering 60-90% of strategies fail to achieve their desired objectives. This high failure rate often stems from a disconnect between those who formulate the strategies and those responsible for implementing them.

When leaders exclude employees from strategy-making, they inevitably end up with insurmountable communication problems, which become evident during the execution phase.

The 5P framework is a tool for managing the strategy formation process—and it's great if you want to get others involved. It is a meta-tool that allows you to see how different parts of the strategy contrast and complement each other and what might be missing.

Importantly, it’s a collaboration tool that shows people that strategy is not about function or position in the company, or even experience but about ways of perceiving and processing information. Anyone can contribute to creating a richer and more balanced strategy picture.