I recently had the opportunity to speak at ChangeNow, a global summit that brings together leaders working at the frontier of social and environmental change. The question that opened our panel felt as urgent as any on the programme: What does strategy actually mean in a world that won’t hold still?

My answer was blunt. The business plan, as most organisations conceive it, is dead.

Strategy is not a business plan. It’s a flashlight, a tool you use to look for opportunities in a constantly shifting environment. In a world where the assumptions underpinning a strategic document can be overtaken by events within weeks, the traditional approach of writing a plan, shelving it and executing against it is no longer sufficient.

Search, don't plan

The alternative is to understand strategy as a dynamic process of search, one that continuously attempts to match what an organisation has with what the world currently demands. This means regularly asking hard questions: What are our goals? What resources and capabilities do we currently lack to achieve them? What is the most efficient path to closing those gaps?

Gaps can be addressed in three ways: through internal development, through strategic partnerships and alliances, or through acquisitions. For social entrepreneurs and impact-driven organisations, the first two are the most relevant. Build what you can develop yourself; borrow, through partnerships, what would take too long or cost too much to build alone.

Critically, this isn’t a one-time exercise. It’s a recurring discipline. Organisations must install rules around decision-making: structured processes for periodically reviewing whether they are in the right markets, pursuing the right objectives and building the right capabilities. Besides determining the strategy, consider what would happen if your assumptions are wrong, and how often you’re rethinking what you’re doing. 

At ChangeNow, I spoke with Monica de Virgiliis, chair of Chapter Zero France and a director at Air Liquide, whose thinking on strategy in uncertain environments maps closely onto this. She distils the challenge into three behaviours:

1. Speed: Companies must move fast, questioning the constraints that previously slowed them down and compressing years of experimentation into months.
2. Optionality: Rather than betting on a single vision of the future, organisations should develop strategies that remain viable across multiple scenarios.
3. Resilience: Building redundancy into systems, diversifying across suppliers and technologies and, critically, adopting a leadership style that admits uncertainty rather than pretending to resolve it.

As she mentions in her TEDx talk, the leader's role is not to have the answer, but to find it collaboratively.

When good intentions go wrong

Footwear brand Toms is one of the most instructive examples of a strategy that began with genuine social purpose and ran into the limits of planning. The original model was simple: For every pair of shoes sold in more economically developed markets, a pair would be donated to communities in less economically developed markets. The intent was noble, but execution created a cascade of unintended consequences.

Donating generic footwear to communities with local shoemaking industries risked undermining livelihoods. The shoes were often ill-suited to local climates and terrains and, at a more fundamental level, the model addressed the symptoms of poverty rather than its root causes.

Acting on these unintended negative consequences, Toms adapted its business model. Rather than donating shoes, the company now directs a portion of its profits to partner organisations embedded in local communities. These organisations understand local needs and can deploy resources far more effectively. In some cases, this means funding local enterprises to purchase shoemaking machinery, simultaneously generating employment and producing contextually appropriate products.

The core concept remains the same – sell in more economically developed countries, support communities elsewhere – but the mechanism changed entirely. This is strategy as search in practice: a willingness to let go of the original plan when evidence demands it, while staying committed to the underlying mission.

Ecosystem thinking: the Pratham model

If Toms illustrates the need for strategic flexibility, the Indian literacy organisation Pratham offers a masterclass in ecosystem orchestration.

Pratham began by developing two core assets: a rigorous methodology for assessing childhood reading ability and an evidence-based approach to improving it. Instead of attempting to scale by building its own operations across dozens of countries, a capital-intensive and operationally complex undertaking, it packaged those assets and deployed them through a network of local partners. Today, its methodology is used in Colombia, Brazil, the Philippines, Nepal, Egypt and beyond.

Childhood literacy might seem an unlikely candidate for global scalability, but what scales is not necessarily the organisation itself – it’s the knowledge and the model. Identify what you uniquely know, codify it and find partners who can carry it further. Such ecosystem thinking can help organisations with limited resources achieve disproportionate reach.

The world has always been turbulent

There’s a temptation to treat the current moment as singularly unpredictable, to argue that AI, geopolitical fragmentation and shifting trade structures have created a complexity without historical precedent. That argument doesn’t hold because the world has always been dynamic. What we’re finally acknowledging is that strategy-as-plan was always the wrong model.

Steam, electricity, the telephone, the railroad, semiconductors, the internet – each brought disruption that seemed, at the time, without parallel. The organisations that navigated those transitions successfully weren’t the ones with the best plans. They were the ones with the clearest sense of purpose, the sharpest awareness of their capability gaps, and the flexibility to search for new paths when the old ones closed.

The prescription is the same whether you’re building a for-profit venture or a social enterprise: know your gaps, know your ecosystem, stay ready to pivot. Treat strategy not as a destination, but as a continuous act of search.