The Negative Space
10% of a Strategy is About the Negative Space.
The Art of Strategic Omission
Strategy isn’t just about what you do—it’s about what you don’t do.
90% of strategy is about deciding what not to pursue.
The best strategies are a sharp, disciplined selection of only the essentials.
Too often, companies and leaders (me included) fall into the trap of thinking more explanations, research, thought, and tactics are better. More small projects, more small channels, more small features, more small markets. But real strategy—the kind that moves the needle—demands prioritization.
Whether big or small, you need the courage to embrace negative space and sell it.
The Value of Negative Space in Strategy
When you define what not to focus on, you:
✔ Avoid distractions and the obvious.
✔ Free up focus on what matters.
✔ Eliminate urgency. Because urgency is a tactic, not a strategy.
Negative space helps you filter noise from necessity.
Realizing Your Strategy is Sh*t (And Why That’s Good)
Ever tried explaining your strategy to someone and suddenly realized you sounded terrible, lost, or incomplete, and started over-explaining?
That’s when you realize your strategy is sh*t.
A solid strategy should be so clear and simple that it can be distilled into a single compelling statement.
If you struggle to articulate it without over-explaining, chances are you haven’t defined enough negative space.
Complexity doesn’t mean sophistication—it means too much.
Practical Ways to Define Negative Space
Kill zombie projects. If an initiative isn’t delivering significant impact, shut it down.
Say no more often. Every “yes” to a new initiative is a “no” to something already in motion.
Be honest about trade-offs. You can’t prioritize everything. What will you actively deprioritize?
Simplify your messaging. If you need five slides to explain your strategy, you don’t have one (the same goes for creative ideas).
