I’ve been noticing something lately. You’ve probably seen it too.
A shiny little button on a website that says:
“Book a Free Strategy Call.”
Now here’s my issue.
How on earth can anyone develop a real strategy for your business…
over the phone… in half an hour?
Short answer? They can’t.
That’s Not a Strategy Call. It’s a Sales Call.
Let’s just call it what it is.
If someone is doing “strategy” for free, they are expecting you to buy something at the end. That’s not inherently evil. It’s just business.
But it’s not strategy.
Strategy is not a 30-minute chat.
Strategy is:
- Clarifying your objective
- Understanding your starting point
- Looking at your industry context
- Factoring in your resources, skills and constraints
- Considering your personal preferences and risk tolerance
- Plotting a path that actually makes sense for you
You cannot do that properly in half an hour on Zoom.
Why We Charge for Strategy
This is exactly why we charge for our strategy sessions and workshops.
When someone pays for strategy:
- We’re not trying to steer them toward “our solution”
- We’re trying to find the right solution
- And if that solution isn’t us, that’s okay
They leave with something valuable regardless.
That’s the difference.
If it’s free, the destination is usually predetermined.
Words Matter
“Strategy” is one of those words that gets thrown around until it means nothing.
And that’s the bit that’s getting up my nose.
Because strategy should be:
- Thoughtful
- Context-specific
- Structured
- Intentional
Not a pre-framed pitch disguised as insight.
So next time you see that “30-minute strategy call” button?
Maybe just ask yourself what’s really on offer.
Because if it smells like a sales call… it probably is.
