Part 11 of 19 in Strategy in the Indian Startup Trenches← Part 10Part 12 →
Most Indian startups are guilty of one cardinal sin: incoherent action. They mistake being busy for being productive. The result? A patchwork strategy that does nothing but burn cash. If your startup’s actions don’t intensify each other, you’re not building a business; you’re managing a circus.
Why Incoherent Action is a Startup Killer
Let’s start with the uncomfortable truth: most startup strategies are a mess. Take any Indian startup’s quarterly report, and you’ll find a grab bag of initiatives that have no business being together. A bit of AI here, a dash of CSR there, and just for kicks, an international expansion plan. Each item can be justified, but together, they spell disaster.
The Illusion of Progress
Incoherent action creates the illusion of progress. It looks like you’re doing a lot, but in reality, you’re running in circles. A food brand aiming to “win on freshness in West India” spends its quarter on a farmer-connect film for national TV, a frozen snack experiment for the Gulf, and a premium gift box for Diwali in NCR. Each initiative seems valuable, but collectively, they’re a company arguing with itself.
The Hidden Costs
The costs of incoherence don’t show up on the first invoice. Talent fragments. Your supply chain learns nothing deeply. Customers receive a muddled promise. Your startup becomes a portfolio of hobbies, not a focused enterprise. Complexity isn’t ambition; it’s a tax your strategy can’t afford.
Coherent Action: The Antidote
Coherence is not just about aligning actions; it’s about designing them to amplify each other. Jio’s strategy, for example, was not a random assault. Greenfield 4G, cheap data, affordable handsets, and a content bundle weren’t isolated tactics. They were a cohesive system, each element reinforcing the others.
IndiGo: A Case Study in Coherence
IndiGo’s rise is often attributed to its on-time performance and branding. But dig deeper, and you’ll find a coherent strategy: simple, reliable, low-cost flying. A single aircraft family reduces complexity. Quick turns maximize aircraft utilization. Pricing and no-frills service match the cost structure. When a low-cost airline adds complexity it can’t handle, coherence breaks, and passengers notice before the annual report does.
The Power of Fewer Actions
How many actions should you take? Fewer than you think. Three to seven significant actions per year are enough for an early-stage company. If you have seventeen, you’ve got a catalogue, not a strategy. Group them, kill the ones that don’t serve the policy, and sequence the rest. Founders love ornaments because they look good, but foundations build empires.
Implementing Coherent Action
So how do you implement coherent action in your startup? It’s simpler than you think, but it requires discipline and a ruthless approach to killing pet projects.
Assign Actions to Constraints
Every action should consume a named resource and attack a named bottleneck. “Improve brand” consumes money and attention but attacks nothing. “Put two engineers on reducing onboarding time from two hours to twenty minutes for the SMB segment” is actionable. It consumes a named resource and attacks a specific bottleneck.
Coordination: The Hidden Action
Coherence isn’t just a checklist; it’s a way of working. If product ships a pricing change that sales hasn’t practiced and support hasn’t scripted, you’re not coherent. Build small rituals for coordination: weekly reviews, single dashboards, and rules that no new work starts without saying which action it serves.
The Bottom Line
Coherent action is the difference between a startup that thrives and one that barely survives. Stop mistaking activity for progress. Your strategy should be a coherent set of actions that amplify each other, not a festival of initiatives. Simplify, focus, and execute with intent. That’s how you build a startup that lasts.
FAQs
What is incoherent action?
Incoherent action refers to initiatives that don’t align or reinforce each other, creating a patchwork strategy that appears busy but lacks focus and effectiveness.
Why is coherence important in a startup?
Coherence ensures that every action taken reinforces other actions, maximizing impact and efficiency. It prevents resource wastage and aligns the team towards a common goal.
How can I identify incoherent actions in my startup?
Look for actions that don’t align with your core strategy or don’t attack a specific bottleneck. If an initiative requires explaining how it fits, it’s likely incoherent.
What are some examples of coherent actions?
Coherent actions are those that clearly contribute to the core objectives of the business, like reducing customer onboarding time if your goal is to improve customer satisfaction.
How do I implement coherent action in my startup?
Focus on fewer, more impactful actions. Assign each action to a specific resource and bottleneck, and ensure coordination across teams to maintain coherence.