**Strategy** is the durable workspace artifact for the choices that guide execution. It should connect research to priorities, audiences, positioning, channels, campaigns, and measurement.

Use Strategy for questions such as:

- Which audience segment should we prioritize this quarter?
- What category narrative and value proposition should guide content?
- Which channels deserve investment, and what will we measure?
- What must be true before we launch a campaign?

### Recommended strategy structure

1. **Objective** - the commercial or strategic outcome.
2. **Audience** - who matters most, their context, and the job they are trying to do.
3. **Evidence** - reports, sources, research, and customer signals.
4. **Positioning** - category, differentiated value, proof, and objections.
5. **Strategic choices** - what to prioritize, avoid, sequence, or test.
6. **Execution system** - content, campaign, research, and operating work linked to pages or databases.
7. **Measures** - leading signals, outcome metrics, owner, review cadence, and decision rules.

Do not make Strategy a storage place for every idea. Keep it decision-oriented and link to deeper evidence elsewhere.

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