We’re Strategy.Inc — and we’re here to challenge the way the world does strategy.
Let’s face it: traditional strategy is broken. It’s often top-down, overly complex, disconnected from people, and stuck in outdated playbooks.
At Strategy.Inc, we believe strategy should be human-centered, collaborative, inclusive, energizing, and embedded into how organizations actually work — not just how executives talk.
That’s what brought us — Dr. Jeroen Kraaijenbrink and Dr. Timothy Tiryaki — together. With decades of experience in academia, consulting, and working with global organizations, we had both spent years questioning the status quo.
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Independently, we had each asked the same uncomfortable question: Why do we keep doing strategy this way when it clearly doesn’t work?
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​When we met, the sparks flew — not just in our shared frustration, but in our shared vision.
​We knew there had to be a better way.
So, we built it.
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We co-create strategy with organizations — not for them. We develop strategy competencies so organizations can be self-sufficient in strategy design & strategic execution.
Dr. Timothy Tiryaki
Dr. Jeroen Kraaijenbrink​
What We Believe
(And why we created the Big 5 of Strategy — the world's first strategy competency model)
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Strategy is a skill, not a slide deck.
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Strategy isn’t just for executives — it’s for everyone.
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Knowing about strategy models doesn't make one "strategic."
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Being strategic is not a personality trait. It can be learned and developed.
To inspire the necessary transformation, we have co-created a Strategy Manifesto with a group of like-minded strategy professionals across the world that reflects these beliefs.
We invite you to join the movement and sign the manifesto.
Why We Do What We Do
“We need to be more strategic,” they said. But no one explained what that actually means.
We’re here to bring clarity back.
To help leaders reconnect strategy to real skills, tangible behaviors, and how people actually work best together.
To create a future where organizations aren’t just strategic at the top — but strategic at every level.
Where every employee has the opportunity to grow their strategic capabilities — not by memorizing models, but by learning how to think smarter, collaborate better, and lead with clarity.
Welcome to a new era of strategy.
