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.

Trying to build a business without clarity is like heading into the bush without a map.

In this episode of 2 Commas, I unpack why so many founders feel stuck, exhausted, or uncertain even when the business is moving. Not because they lack effort or capability, but because they haven’t clearly answered two foundational questions: what they want from the business, and what they’re willing to sacrifice to get it.

We explore the patterns that show up when ambition and sacrifice are misaligned, why businesses tend to stall at predictable points, and how different founders are playing very different games without realising it. The episode introduces four common founder patterns and explains why strategy only works once you know which one you’re in.

A practical, reflective listen for founders who want clarity before pushing harder.

Before getting into goals, it’s worth pausing.

This first 2 Commas episode of 2026 is a curated compilation of insights from Linda Jenkinson, Jessie Stanley, and Debra Hall, drawn from different conversations and connected by a shared focus on mindset, ambition, and long-term thinking.

The discussion stays away from tactics and frameworks, and instead returns to the internal side of building. How founders think under pressure. How ambition changes as responsibility grows. Why clarity becomes more important over time.

A reflective listen for founders setting direction for the year ahead.