Paul Tiendeno studies at the theology school in Koudougou, Burkina Faso, where being strategic means preparing pastors for ministry and daily life. Alongside their theological training, students learn farming skills from Clarence Lance [in red hat]—a former U.S. Department of Agriculture specialist—to sustainably support their families while serving as bi-vocational pastors in their communities.
After over 40 years of working with businesses, nonprofits, and faith-based organizations, I’ve noticed something surprising: few leaders are truly strategic. I’ve worked closely with C-suite executives—especially CMOs—who handle marketing and public relations, and even among them, strategy often takes a back seat to tactics.
Too many organizations jump straight to asking what they can do and how they can do it, rather than why they should be doing it in the first place. Without a clear understanding of their core values—the principles that shape how they operate and why they exist—they’re left chasing short-term results rather than building long-term impact.
This mindset hurts more than individual companies—it’s hurting our economy. When businesses focus primarily on satisfying shareholders rather than serving stakeholders, they lose the trust and loyalty that make brands thrive. Employees disengage, customers drift away, and communities stop seeing them as partners. It becomes a cycle of constant rebranding and reactive marketing, instead of a genuine connection.
Being strategic means knowing your purpose and using it to guide every decision. It’s not about having the loudest message; it’s about having the clearest one.
That’s how I try to run my own business—Storyteller & Brand Builder Stanley Leary: Crafting Stories that Change Lives. I believe storytelling is the most powerful tool for communicating purpose. A well-told story does more than promote a product—it reveals why you exist and who you serve. It helps organizations realign with their values and communicate them authentically to the people who matter most.
When I work with a company that lacks a clear strategy, I start by helping them find their narrative. The process of identifying a compelling story often exposes the deeper values and motivations that have been buried under years of marketing noise. Once they rediscover that foundation, their messaging becomes focused, their marketing becomes intentional, and their audience begins to respond.
If your organization feels like it’s constantly chasing trends or struggling to stand out, it might not be a marketing problem but a strategy problem. The path to clarity often begins with a story.
I’d love to talk with you if you’d like to help uncover the story that defines your organization and guides your strategy. Let’s work together to build a message that connects deeply, communicates clearly, and makes a lasting impact.
