Erich Joachimsthaler, author of the book, Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy," says this about mental models:

"The book talks much about the design process, but what I find the most important lessons is how to develop a strategy for a firm, from the point of view of the behaviors of the people the company serves. This has the potential to add entirely new thoughts about strategy formulation."

It's thrilling to see mental models recognized as a strategic tool. Read more of Erich's book review and his sister approach of episodic reconstruction. I also talk about tactics and strategies in my Future Practice seminar.