Is Your Strategy Stronger Than Time?
21st November 2025 by Alison Clarke
We’re all conscious of time slipping away. Days, weeks and months pass more quickly than we expect. What’s especially satisfying about strategy is that it acts as the enemy of time.
A well-crafted strategy pushes back against the natural drift of priorities and the constant pull of the urgent tasks over the important ones. It creates momentum, sets a clear direction and, in those early stages, it can feel powerful.
Here’s the reality, though: the moment a strategy is created, it begins to fade. The world shifts. Priorities evolve.
It’s easy to assume the biggest risk is that your strategy will be wrong from the start. In truth, the far more common threat is that it becomes static.
A strong strategy doesn’t burn forever on its own. It needs to be fed and adjusted and, like a fire, if you don’t tend to it, it fades.
How Do You Keep It Burning?
Feed It Consistently
Strategy cannot be something you write once and set aside. It demands regular attention. Check progress frequently. Ensure it is guiding real decisions, not merely sitting on the shelf. If your strategy isn’t influencing daily work, it is already losing momentum.
Adapt as Needed
No fire burns in exactly the same way forever. You move the logs, adjust for the wind and reshape the fuel. Likewise, strategy must flex when circumstances change. If it becomes too rigid, it will inevitably become irrelevant.
Create Genuine Connection
Every person should understand how their work links to the broader direction. When people feel that connection, they are far more likely to add their energy to sustaining it. If they don’t, the fire diminishes.
Don’t Let Time Wear It Down
We all get busy. Decisions are made without revisiting the bigger picture. It’s very human to become caught up in the day-to-day rush. However, without ongoing attention, even the most promising strategy quietly recedes into the background.
A good strategy lives and dies on momentum. It must be tested and embedded in decision-making at every level of the organisation.
How much of your strategy is still burning? And what are you doing to keep it alive?
Keep the Fire Burning
At the AAW Group, we don’t just help charities and not-for-profits write strategy, we help you live it. The true value of strategy isn’t found in the document itself but in how well it adapts, endures and drives decisions in your teams over time.
With decades of experience and a client list that includes some of the sector’s most recognised names, we know how to build strategies that thrive.
Whether you're revisiting a plan that’s lost momentum, conducting a fundraising review or ready to reshape your direction entirely, we can help you reignite that fire with fresh insight and practical, tailored support.
Your mission deserves more than a static plan. Let’s make your strategy dynamic, resilient and built to last.
Get in touch to find out how we can help.