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Think about the last strategy that flopped on your team. Not the one that was poorly executed -- the one where the execution was fine but the results never showed up.
Odds are the diagnosis was wrong.
Richard Rumelt nailed this in Good Strategy, Bad Strategy: the kernel of good strategy starts with a diagnosis. Not a goal. Not a plan. A clear-eyed naming of what's actually in the way. Most teams skip that step entirely. They jump straight to the plan because planning feels productive. Diagnosing feels like stalling.
It's not.
Will Larson put it sharply on Lenny's Podcast: "Bad strategy usually comes down from a willful disbelief of what are the accurate diagnosis views, which means that your guiding policies are going to be incoherent to begin with." Read that again. If you misname the constraint, every decision downstream is built on a lie.
So what does this actually look like in enablement?
Your team says reps aren't adopting the new methodology. The constraint gets diagnosed as "reps don't want to change." So the strategy becomes more training, more reinforcement, more Slack reminders.
But what if the real constraint is that frontline managers aren't coaching to the methodology? Or that the CRM doesn't support the new workflow? Same symptom. Completely different constraint. Completely different strategy required.
This is what I call the Constraint Gap -- the distance between the constraint you think you have and the constraint you actually have. The wider that gap, the more effort you waste building plans that solve the wrong problem.
The Diagnosis Gate
A three-step check before any strategy gets built:
1. Name It. Write the constraint in one sentence. No jargon, no hedge words. If you can't say it plainly, you don't understand it yet.
2. Pressure Test It. Who disagrees with your diagnosis? What do they see that you don't? If nobody pushes back, you haven't asked the right people.
3. Gate It. The plan doesn't start until the diagnosis has been challenged by at least one person with a different vantage point. Not a rubber stamp -- a genuine second opinion from someone closer to the problem or further from it.
This isn't diagnosis paralysis. It's a 15-minute pre-mortem. One question: "What constraint are we assuming away?"
One Thing To Do This Week
Before your next strategy review, write one paragraph naming the single constraint that -- if removed -- would unlock the most progress. Circulate it for disagreement before you build the plan. If nobody disagrees, find someone who will.
Most strategy failures in sales enablement trace back to diagnosing the wrong constraint, not executing the wrong plan. The Diagnosis Gate keeps you honest before you spend three months building something that was never aimed at the real problem.
Until next time my friends... ❤, Enablement


