In business, strategy serves as the blueprint for success, but without the right support structure, even the best-laid plans can falter. Companies often define their strategic framework around key pillars—core areas that provide stability, direction, and the foundation for sustained growth. But how many pillars does a company truly need to support its strategy?

The answer is not one-size-fits-all. It depends on the nature of the business, industry demands, and long-term goals. However, most successful companies operate with three to five well-defined strategic pillars that align with their mission and competitive landscape.

Understanding Strategic Pillars

Strategic pillars are the fundamental components that guide decision-making and execution. They represent the core priorities that an organisation must focus on to achieve its vision. Each pillar should be:

• Distinct yet interconnected: Avoid redundancy while ensuring alignment across the organisation.
• Actionable: Each pillar must translate into specific initiatives and measurable outcomes.
• Scalable: They should be robust enough to support growth and adapt to changes in the market.
• Measurable: Strategic pillars form the foundation of Objectives and Key Results (OKRs), providing clear guidance on performance metrics and ensuring that business systems collect the necessary data to track success.

Firms also need to decide whether financial results should be a pillar on their own or whether the company considers them a lagging indicator that follows the achievement of the main focus areas.

The Goldilocks Principle: Finding the Right Number of Pillars

While there is no universally correct number of strategic pillars, companies must strike a balance—too few, and the strategy may lack depth; too many, and the organisation risks dilution of focus and inefficiency. Let’s explore different approaches tailored to architecture and design professions:

The Three-Pillar Approach

A streamlined, three-pillar strategy is often ideal for firms looking for clarity and simplicity. This model in architectural practice might focus on:

1. Design & Innovation Excellence – Ensuring high-quality, visionary architectural and design solutions.
2. People & Culture – Attracting, developing, and retaining top talent while fostering a collaborative workplace.
3. Client & Market Focus – Understanding industry trends and delivering exceptional client experiences.

The Four-Pillar Approach

Adding a fourth pillar allows for a more nuanced strategy without excessive complexity. A common four-pillar structure for architecture and design firms might include:

1. Thought Leadership & Industry Influence – Establishing the firm as a leader in design discourse and innovation.
2. People & Culture – Investing in talent, professional development, and diversity in design thinking.
3. Technology & Data-Driven Design – Leveraging digital tools and analytics to enhance workflows and project outcomes.
4. Client & Market Engagement – Ensuring a deep understanding of client needs and industry shifts.

The Five-Pillar Approach

For larger or more complex firms, a five-pillar model offers additional structure. This could include:

1. Design & Innovation Leadership – Setting new benchmarks for creative excellence and sustainable architecture.
2. People & Talent Development – Building a diverse, skilled, and high-performing team.
3. Technology & Digital Transformation – Embracing BIM, AI, and data analytics to drive efficiency and innovation.
4. ESG & Social Impact – Prioritising environmental sustainability, social responsibility, and ethical design practices.
5. Financial & Business Resilience – Ensuring long-term financial stability, risk management, and growth strategies.

Pillars as the Foundations for Measurement and Business Systems

Strategic pillars are not just abstract concepts—they shape the measurement framework of a business. Through OKRs, companies can set specific goals and track key results tied to each pillar. This, in turn, informs which business systems need to be in place to collect relevant data and assess performance effectively. For architecture and design firms, this means:

• Implementing project management and time-tracking software to measure operational efficiency.
• Using CRM and client feedback systems to evaluate client satisfaction and market positioning.
• Leveraging sustainability reporting tools to track ESG performance.
• Employing financial software to ensure business resilience and profitability tracking.

Conclusion

There is no magic number when it comes to strategic pillars, but three to five is generally the sweet spot. The most important consideration is ensuring that each pillar serves a purpose and drives the company towards its long-term objectives. Whether your firm thrives on a lean three-pillar approach or requires the depth of a five-pillar model, the key is clarity, alignment, and execution.

By integrating OKRs and aligning business systems with strategic pillars, architecture and design firms can not only define success but also measure and refine their approach to delivering outstanding design solutions with lasting impact.