Strategy is the bridge between external opportunities and internal possibilities. Below you'll find this bridge in a diagram.

The left part of the strategic bridge consists of the 'what' content aspects:
- what are my competences?
- what kind of products and services can I offer? and
- to which clients?

The right part of the strategic bridge is build up from the 'how' organisational aspects:
- how do I manage my organisation?
- how do I structure my organisation?
- And - an underestimated factor - which culture dominates my organisation?

With each main strategic direction fits a certain organisational culture.