In Strategic: The Skill to Set Direction, Create Advantage, and Achieve Executive Excellence, Rich Horwath delivers a compelling guide for leaders aiming to forge clear, differentiated strategies and drive lasting success. At its core, the book emphasizes that strategy is not just a plan—it’s a deliberate set of choices about where to play and how to win, rooted in clarity and trade-offs. Horwath argues that imitation, particularly competing on price or replicating a rival’s approach, is a weak substitute for true strategic thinking. Instead, he champions distinctiveness—identifying and nurturing what sets your organization apart.

He Introduces the GOST Framework—goals, objectives, strategy, and tactics—clarifying how high-level aspirations translate into specific, actionable plans. A goal is broad, an objective is precise, strategy is conceptual, and tactics are tangible. His Rule of Touch offers a practical litmus test: if you can physically touch it, it’s a tactic, not strategy.

Horwath critiques the widespread reliance on annual resource reallocation, highlighting that continuous and agile reassessment is key to performance. Through research with major organizations, he shows that timely resource shifts fuel growth and innovation. Concentration, not diversification, is where greatness often lies. Drawing on examples like Apple, Google, and Amazon, he reveals how focusing on core strengths rather than spreading thin leads to market leadership.

The book also explores strategic pitfalls—indecisiveness, risk aversion, and failure to innovate—arguing that the worst mistake isn’t making the wrong choice, but making none at all. Emotional intelligence emerges as another pillar of leadership: self-awareness and relationship management boost communication, resilience, and overall effectiveness.

Horwath pays close attention to organizational culture, suggesting that purpose-driven declarations (mission, vision, values) should steer behaviors and decisions. Toxic influences—such as persistent negativity or blame—must be rooted out to preserve strategic integrity. Effective culture, much like strategy, doesn’t happen by accident; it must be designed, reinforced, and protected.

On planning, he urges leaders to balance short-term tactics with long-term vision. Despite widespread reliance on one-year plans, imagining your company years down the road enhances adaptability and foresight. Talent management plays a key role here: hiring based on past behavior, not just experience, ensures stronger team performance.

Finally, Horwath encourages an open-minded, question-driven approach to innovation. Strategic options shouldn’t be treated as either/or propositions; instead, elements from different paths can be fused. He champions collaborative environments while warning against unproductive meetings and the myth of multitasking, advocating for structured, focused sessions and monotasking for clarity and impact.

Through vivid examples, thoughtful frameworks, and sharp insights, Horwath guides readers to build businesses that are strategically sound, culturally vibrant, and constantly evolving. His message is clear: strategic excellence isn’t reserved for the few—it’s a skill that can be cultivated, executed, and mastered.