Imagine this: you open Google Maps and enter your destination. The GPS on your phone locates your current position. Google maps then plots at least one course to get there. Sometimes it will give you options.
But you don’t start the navigation.
Instead, you close the app, and don’t go anywhere.
Strategy development can be a bit like this sometimes. If you don’t actually start navigating down the suggested path, you’ll never get to your destination.
Even choosing the wrong option is better than no option. It may take you a bit longer, but at least you’ll be making progress in the right general direction.
An advantage (maybe even a superpower) of running your own small business is that you can be agile. You can always change course and refine your path mid-trip. Miss a turn off? No worries, just look for the next exit and re-route as necessary.
You’ll get there eventually.
Unless, of course, you don’t even start. Looking at the map and then putting it in the drawer won’t get you to your destination. Ever.