Creating The Napkin isn't a one-time, easy task; the first version is intentionally expected to be poor. The process of writing and refining it forces you and your team to think deeply, gather more data, generate critique, and discover the underlying truths. This challenging, iterative refinement transforms the abstract task of strategy into a practical, focused exercise.

A unique and critical aspect is that the Implementation paragraph (the 5th) must be written by the strategy’s executor. They must write it in the first person ("I will...") within the 150-word limit. This ensures they mentally rehearse the steps and feel personal ownership and commitment to execution.

The demanding format of The Napkin is specifically designed to expose strategies that are underdeveloped, poorly conceived, or "fake." If the five STORI sections cannot be filled out clearly or consistently, or if blanks remain, it signals that the strategy requires further work and deeper thought.

Beyond just a plan, The Napkin articulates a compelling narrative about "what is really happening and where we are going." This narrative is vital for building a shared understanding and aligned vision within the organization. A clear, unifying story aligns conversations and gives actions meaning, ensuring successful implementation.

By requiring precision and conciseness within its structure, The Napkin aligns the team and clarifies the most crucial elements. It identifies the key levers that drive the desired outcome, ensuring energy and resources are not wasted on less impactful activities.

The Napkin is intended to be the central document that anchors your team's strategic discussions. It serves as a guide for conversation, helping to prevent discussions from becoming scattered or losing focus. Condensing the strategy onto a one-page document ensures everyone is aligned on the same fundamental picture. Writing a strategy is reduced to refining a concise, one-page text.

The Napkin follows a rigid format of five distinct paragraphs, one for each letter of the STORI acronym (Start, Target, Obstacle, Road, Implementation). Crucially, each paragraph has a strict 150-word limit. This structure isn’t just for organization; it’s a fundamental design choice that requires conciseness and precision. The strict paragraph structure and limited space compel you to distill your ideas to their absolute core.

The Napkin is a single-page document that captures the essence of your strategy using the STORI framework. Think of it as a highly condensed blueprint of your plan. While detailed documents might exist elsewhere this one-page document holds the core strategic idea. It’s the primary document that summarizes your overall approach to moving from your current situation (Start) to your desired future (Target).

The name "The Napkin" comes from the idea that a truly clear and powerful strategy should be straightforward enough to write on a restaurant napkin. This highlights the core principle that the strategy must be distilled into simple terms anyone can understand emphasizing clarity and avoiding unnecessary complexity.