The Barnes Perspective: Thoughts, Ideas & Lessons Learned from Joseph Barnes

Let’s Start at the Very Beginning: Why Strategic Definition Isn’t Just a Good Place to Start—It’s Essential

“Let’s start at the very beginning. A very good place to start…”

That’s what Maria told the von Trapp children in The Sound of Music as she began teaching them to sing. And she was right.

Whether you’re guiding kids through “Do-Re-Mi” or kicking off a billion-dollar mixed-use development, the beginning matters.

But in real estate, the beginning isn’t a ceremonial groundbreaking or even the first sketch on a napkin. It’s not the RFP or the initial master plan. It’s the Strategic Definition.

And it’s not just a good place to start—it’s the only place to start. Without it, your project might still launch—but chances are, you’ll be solving the wrong problems, for the wrong people, at the wrong scale, in the wrong place.

What Is Strategic Definition, Really?

Strategic Definition is where lofty ideas and early-stage optimism get converted into something concrete: a structured, directional framework you can actually build on.

It’s the bridge between a creative vision and a viable business plan.

You’re not just inspiring the design team—you’re framing the business case. You’re defining the “why,” the “who,” and the “what,” so the “how” can follow.

It’s not a deliverable—it’s a discipline.
It’s not a task—it’s a process.
It’s where Design Management starts doing the real work: translating ambition into action.

What’s Included in a Strategic Definition?

Let’s break it down. These ten components form the foundation of any Strategic Definition. Not every project requires deep detail in each area, but skip one entirely, and you’re building on sand.

1. Vision, Purpose, and Goals

This is your project’s narrative core.

Why are you doing this? Who is it for? What are you hoping to achieve—and by when?

Not a tagline or branding fluff. A working document that drives decisions. For instance, are you creating a regional wellness retreat to sell homes or to build a global destination brand? That choice changes everything.

2. Stakeholder Identification and Analysis

Who has a voice? Who has a vote? Who signs the checks?

Stakeholder mapping is more than listing names—it’s understanding what success looks like for each party and where their priorities might clash. Strategic Definition is the time to surface and negotiate those tensions.

3. Design Strategies and Roles

What kind of design thinking does this require?

Is it an architectural challenge? A landscape-first concept? Will you need transit planning on Day One?

Understanding this early helps you select the right team and avoid costly pivots later.

4. Approval Pathways

What needs approval? By whom? And when?

Map both internal and external pathways—ownership, regulators, boards. A RACI matrix helps clarify responsibilities and avoid surprises that kill momentum.

5. Market Analysis

Not a 300-page consultant report. But enough to challenge assumptions.

What’s the competition? What’s the unmet need? Who are your people?

I’ve seen projects pivot completely based on early data—like abandoning a luxury vision after seeing slow absorption and pricing ceilings nearby.

6. Site Constraints and Opportunities

Know the land before you plan on it.

Topography, views, access, zoning, utilities—these shape what’s possible. And sometimes, the constraints are where the magic is.

Tech tools help, but so does walking the site, talking to locals, and seeing it in all conditions.

7. Development Program

At this point, you’re sketching a high-level program.

How much residential? Hotel keys? Amenity spaces? Commercial square footage?

It’s not final—but it creates a shared model to explore tradeoffs and test ideas.

8. Early Financial Modeling

Every assumption has a financial implication.

Start with a basic pro forma: revenue projections, cost bands, financing structures, KPIs. You’re not proving a business case—you’re stress-testing it.

9. Project Initiation Workshop

Bring people together. Share information. Build alignment.

One session I led revealed that core team members had wildly different visions for the project. Better to fix that now than redesign three times later.

10. Strategic Framework Documentation

Pull it all together.

A Strategic Definition document doesn’t need to be pretty—but it must be clear. Define the opportunity. Outline the rationale. Map the path forward.

This becomes your north star—the lens for every decision that follows.

How Do You Develop It?

There’s no single formula. But some principles always apply:

• Start with conversations—inside and outside the organization.
• Use structured workshops.
• Ask hard questions.
• Don’t assume alignment.
• Don’t rush to pretty slides.
• And whatever you do—don’t skip this step.

Speed only matters if you’re headed in the right direction.

One Last Thought

If your project doesn’t have a Strategic Definition, it doesn’t matter how talented your team is or how gorgeous your renderings are.

You’re still building on assumptions.

And in this business, assumptions are expensive.

Do the work. Build clarity. Find alignment.
Because the beginning isn’t just a good place to start—
It’s the only place to start.

Coming Soon: In future articles, we’ll break down each component of Strategic Definition in more detail—with real examples from landmark projects.