Two Lenses on Strategy

The Two Lenses helps to handle two deeply different world views on strategy. It helps to balance out the dominant views of strategy as classical strategic thinking.

3 Outcomes
from Using
Two Lenses on Strategy

Prepare your top management team

Most senior business leaders today have been trained in the classic understanding of strategy, what we call “strategy as as analysis”. Few have the same level of understanding and acceptance of the emerging school of thought, known as “strategy as innovation”. Two Lenses on Strategy helps change that. 

Understand the different perspectives

Most management teams find powerful discussions in the wake of their first introduction to Two Lenses on Strategy. This helps them understand how the two lenses are different and what the strategic implications might be. This helps managers shift perspectives, frequently shouting out “we need to move to the other side”, implying they are all framed in a traditional strategy paradigm, wanting to shift into “strategy as innovation”.

A more future-fit strategy

Companies understanding the Two Lenses on Strategy will often develop their strategic thinking and evolve this into a more future-fit strategy.


Great… helps our board understand different lenses on strategy.


Shipping Company

Use Case: Top Management Teams

Two lenses on strategy is frequently used as an opening tool for Boards or Top Management teams. This allows the participants to recognize there are (at least) two very different views on strategy. It is recommended to facilitate a discussion on these views in the management team. Focus on where you are in the present and which view you would like to pursue moving forward.

How to Use it


Two lenses on Strategy is very suitable for presenting in a PowerPoint presentation. It can be a good introduction to a larger Board or Management strategy discussion 

Differing from most tools, this is not designed for Stattys and writing on as a group, but rather a present and discuss strategy tool.



Most management teams find tend to find good value in the discussion of perspectives on the two lenses.



Most importantly, as part of the discussion, are the questions, “what does this mean to us?”, and “what are the implications for our strategy process?”.



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