Most strategic plans fail because teams skip the problem to jump straight to solutions. I knew a framework that connects quarterly execution to long-term strategy using a structure your brain already knows: the fairytale. This approach helped product teams align cross-functional work while maintaining focus on what actually moves the business forward.

The Fairytale Strategic Planning framework maps directly to the Double-Diamond design process: Objectives (what we're trying to achieve), Obstacles (what stands in our way), Actions (how we overcome barriers), Measures (proof of progress), and Not Doing (critical trade-offs). The genius lies in forcing teams to spend 55 of 60 minutes defining the problem space before touching solutions.

The framework eliminates three planning failures I see constantly: teams working hard without strategic impact, stakeholders questioning priorities because trade-offs weren't communicated, and metrics that measure activity instead of outcomes. Your quarterly plan should clarify which fires you're intentionally letting burn while you solve the constraints that actually matter.

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