There is a moment after every good diagnosis when people get impatient.

You’ve looked at the data. Found the performance gaps. Examined the market. Challenged the assumptions. Identified what isn’t working.

Now everyone wants to do something.

Launch the campaign.

Buy the platform.

Change the sales motion.

Move the budget.

But this is exactly where I think growth teams need to be careful.

In Episode 9 of Walking the Dogs, we’re moving from Gauge to Reframe in my Growth Framework.

Imagine I’m walking Dusty and Tanner and realize we’ve taken a wrong turn. I can walk faster, shorten the leashes, or get annoyed that one of the dogs keeps pulling.

It doesn’t matter.

We’re still headed the wrong way.

Reframe is the moment when you turn the map around.

Instead of asking, “What should we fix?” start with:

🐕 What does winning look like 12 to 24 months from now?

🐕 What must be true for that future to happen?

🐕 What needs to change this quarter?

🐕 What should we stop doing because it doesn’t get us there?

Years ago, I used to bring teams around a large whiteboard when we were working through a difficult business problem and say, “Let’s walk the dog.”

I’d put my incomplete thinking on the board. Other people would challenge it, add what I missed, and help turn the mess into a plan.

That’s exactly what Reframe is designed to do.

Gauge gives you evidence about today. Reframe turns that evidence into a point of view about tomorrow.

And perhaps the most important part is deciding not only what deserves more investment, but what no longer deserves any.

Thanks for reading Walking The Dogs- Grow Revenue, Navigate Marketing Teams, Frameworks and Systems! Subscribe for free to receive new posts and support my work.

Because strategy isn’t simply deciding what to do.

It’s deciding what you’re willing to stop doing.

Watch Episode 9 of Walking the Dogs: Turning the Map Around: The Future-Back Moment.

Then ask your team one question:

Are we optimizing the route, or have we actually agreed on the destination?

Read more here. Future-Back Growth Strategy: Turn the Map Around Before You Execute - Lisa Schwartz

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