Start with why, win with strategy: A smarter way to run projects

Let’s be real, most of us have been on that project. The one that starts with energy, meetings every week, fancy Gantt charts… and then quietly fizzles out without making a real impact. Sound familiar?

Here’s the truth: projects don’t fail because of poor timelines or missed deadlines; they fail when they lose sight of the bigger picture. That’s where strategy comes in. But forget the corporate jargon. Think of strategy as your project’s GPS: it doesn’t just tell you what to do, it reminds you why you’re doing it.

Strategy = your project’s north star

At its core, strategy is more than just a piece of paper sitting on a shelf. It's the way you should look at every decision about a project. Strategy makes sure that everything is in line with what the company is really trying to do, whether that's expanding into new markets, going digital, or just running more smoothly. This includes deciding which projects to approve and how to divide up time and people.

For example, a retail business of medium size wanted to make the customer experience better. They didn't just jump into tech upgrades; instead, they took a step back and asked, "What does great customer service mean for us?" The answer is faster service, customised deals and a smooth transition from online to in-store integration.

With that strategy in mind, they didn’t just launch random IT projects. They prioritised a mobile app for in-store pickup (high impact), delayed a flashy website redesign (nice, but not strategic) and killed a legacy CRM upgrade (low ROI). The results? Six months later, customer satisfaction went up by 30%, and the staff at the store liked using the new tools.

That's strategy in action: turning project management from a list of tasks into a way to get ahead of the competition.

Making strategy work: Simple tools, real results

So, how do you add strategy to your projects without making them too complex?

Start with clarity. Use tools like OKRs (Objectives and Key Results) to link your project directly to business goals. For example:

Objective: Improve customer retention.
Key Result: Increase repeat purchases by 25% in 12 months.
Project: Launch a loyalty rewards program.

Now everyone on the team knows not just what they’re building, but why it matters.

Then, use a Strategic Alignment Matrix to visually map all your projects. Plot them by impact vs. effort, or better yet, by how well they support strategic goals. Suddenly, it’s easy to spot the “pet projects” that aren’t moving the needle and free up resources for what really counts.

And don’t forget the portfolio view. Just like a smart investor diversifies their stocks, organisations need a balanced mix of projects: some for innovation, some for efficiency, some for compliance. A strong Project Management Office (PMO) or leadership team should regularly review this mix, asking, “Are we spending our time on the right things?”

Stay agile, stay aligned

Here’s the thing: strategy isn’t set in stone. Markets shift. Regulations change. Customer needs evolve.

That's why the best strategic teams have both structure and freedom. You can change your plans without losing your way if you use agile frameworks like Scrum or SAFe and rolling wave planning. You know where you're going, but you might need to change your route to avoid a storm or take a scenic detour if it makes the trip better.

For example, a fintech startup wanted to launch its full-scale app in nine months. But after getting feedback from early users, they changed their plans and added core features in three months, learning quickly and changing the roadmap. Their goal was clear: to make investing easier for beginners. This meant that the "how" could change without losing sight of the goal.

Avoid the common traps

Even smart teams fall into traps. Here are the big ones to watch for:

Starting projects without a “why” – If you can’t tie it to a strategic goal, pause.
Doing too much – Overloaded teams deliver less. Prioritise ruthlessly.
Skipping governance – Regular check-ins (go/no-go decisions, milestone reviews) keep projects honest.
Poor communication – If your team doesn’t understand the strategy, they can’t align with it.

The bottom line

When strategy and project management work together, magical things happen. Things get done faster, teams stay motivated and results really do matter. You're not just getting things done; you're also shaping the future of the organisation.

Don't start with budgets or timelines the next time you start a project. Ask yourself one simple question to start: "How does this help us win in the long run?"

Answer that, and you’re not just managing a project, you’re leading one that matters.