Strategy.
Positioning, messaging, and the decisions that come before the build.
The hard part is what you leave out.
Most projects don't fail on execution. They fail because nobody settled what the thing was for, so the same decision got made twice — once by whoever was in the room, and again by whoever objected a month later.
The work is subtraction. A position gets sharper by what it gives up, a roadmap by what it refuses, a message by the sentences it deletes. What's left has to be short enough that a team can act on it without checking.
Positioning
What the thing is, who it's for, and what it isn't — the argument a product makes before anyone sees it.
Messaging
Naming, narrative, and the handful of sentences a company repeats — settled once so every surface says the same thing.
Product
Scope and sequence: what ships first, what gets cut, and what a version one actually has to prove.
AI Strategy
Where agents earn their place in a business and where they don't — and what has to be true before you spend on either.