Why Your Team Isn’t Owning the Strategy — And What Might Be Going On

You start wondering: Do they even care? Are they worth sitting in the leadership team?

It’s not that they don’t care. It’s that it never became theirs.

You built something solid. Maybe even brilliant. But you built it without them. And people don’t fight for something they didn’t help shape. They might comply. They might smile in the right places. But deep down, it’s not their hill to die on.

And honestly? That’s fair.

Think about it. When was the last time you went all in on a decision you weren’t part of?

This isn’t about motivation. It’s about ownership. And ownership doesn’t come from reading the final version. It comes from being there when it’s messy. When things aren’t obvious. When you’re still figuring it out. It’s like planting a seed, letting them nuture it, and claim it’s theirs from the beginning.

But we don’t like inviting people into that part. It feels risky. Slower. Like giving up control. What if they do not want to go in the same direction as the board? So we wait. We wait until it’s neat. And then we wonder why no one’s excited.

Here’s a different way: Start earlier. Much earlier.

Not “here’s a draft” early. I mean, “I’m not sure yet – what do you see?” early. Share the discussions from the board. Share the overall direction, show them trust.

Ask what they care about. What they’re up against. What they think will break if you push too hard. What they wish they could solve if someone just backed them.

And then – and this is where it gets uncomfortable – let them shape the direction. Not just give feedback. Not just react. Actually shape it.

Will it get messier? Absolutely.
Will you lose control over some bits? For sure.
Will it be slower in the beginning? Yep.

But watch what happens next.

The conversations change. You don’t have to chase buy-in – it’s already there.

When you plant the seeds, being transparent – you give your employees the power to understand what has to be done. People argue about the right things. They take initiative without waiting for permission. They say we more than they.

And you? You stop feeling like you’re dragging it all uphill on your own.

There’s nothing wrong with your plan. But if no one’s picking it up, maybe it’s not the content. Maybe it’s the process.

Or as someone said to me once: If they didn’t build it, they won’t carry it.