Strategy development: from baseline to roadmap
A strategy is only as good as the evidence behind it and the plan to deliver it. Our six-step process, from baseline to roadmap.
Key takeaways
- Start with an honest baseline of structure, people, culture and goals.
- Benchmark against reference models before setting direction.
- A strategy isn't finished until it has a funded, owned roadmap.
Most organisations have a strategy document. Fewer have a strategy that shapes decisions every week. The difference usually lies in how the strategy was developed: the evidence behind it, the people involved and the plan to deliver it.
We develop strategy with our clients using the same Define, Design, Deploy method that runs through all our work.
Define: understand where you are and where you want to go
1. Current state assessment
Build a clear baseline across structure, people, culture, processes, performance and existing goals. Use data, interviews and workshops. An honest baseline prevents a strategy built on assumptions.
2. Ambitions and aspirations
Work with leadership to describe the future state they want: the organisation’s role, the value it should create and how success will look in five to ten years. For many GCC entities, this includes their contribution to national visions.
3. Benchmarking
Compare the organisation with best practices and reference models from the region and beyond. Benchmarking shows what is possible and where the biggest gaps are. When the Central Bank of Egypt planned a new international financial centre, we benchmarked London’s Canary Wharf and the City, and Abu Dhabi Global Market, through workshops and site visits.
Design: build the strategy
4. Strategy design and development
Set the vision, mission, strategic goals, measures and initiatives. Each goal needs measures that show progress. Each initiative needs a clear link to the goals it serves. Keep the number of priorities small enough to fund and manage.
Deploy: make it happen
5. Implementation roadmap and investment plan
Sequence initiatives over time, considering dependencies, capacity and quick wins. Estimate the investment needed and agree how it will be funded.
6. Programme management support
Set up the governance to deliver: owners, reporting rhythm, a strategy or programme management office, and regular reviews. Read why strategy execution fails for the most common traps.
A national-scale example
For the Central Bank of the U.A.E., we designed the three-year National Financial Inclusion and Financial Literacy Strategy, then supported delivery through a national partnership, an education library, a train-the-trainer programme and a media and content strategy. Strategy and implementation were designed together.
Signs your strategy needs a refresh
- Teams can’t explain how their work links to the strategy.
- There are more initiatives than the organisation can fund or staff.
- Measures focus on activity, not outcomes.
- The external environment has shifted since the strategy was written.
A strategy earns its value in delivery. Build the roadmap and governance in from the start.
Frequently asked questions
What are the steps in strategy development?
A current state assessment, defining ambitions, benchmarking, designing vision, mission, goals, measures and initiatives, then building an implementation roadmap, investment plan and governance.
How long does a strategy development project take?
Typically eight to sixteen weeks, depending on the organisation's size, the depth of assessment and the level of stakeholder engagement.
Why include benchmarking in strategy development?
Benchmarking shows what leading organisations do, reveals the biggest gaps and gives leadership confidence that targets are realistic.
First published 6 October 2026.