Strategy only works when it’s anchored in something that actually matters.

In this episode of 2 Commas, I continue the strategy series by going deeper into direction, long-term objectives, and purpose. We start with why self-awareness on its own isn’t enough, and why founders need a clear North Star that aligns with the kind of challenge they are built to take on.

The episode explores how BHAGs fail when they’re vague, generic, borrowed, or never truly communicated. Using real examples, including OpenAI, Juicero, and Quibi, I unpack what happens when purpose gets replaced by profit, and why that shift creates confusion, misalignment, and turnover.

We also look at how different founder patterns require different long-term goals, why your BHAG needs to demand the right kind of challenge, and how purpose binds ambition, strategy, and team commitment together.

A reflective, practical listen for founders thinking seriously about where their business is heading and why it exists at all.