Basically, making strategy should not feel good, avers Roger L. Martin. (The article is titled "The Big Lie of Strategic Planning," but I don't think that really captures what it is really about.)
"Fear and discomfort are an essential part of strategy making," he writes. "In fact, if you are entirely comfortable with your strategy, there's a strong chance it isn't very good.... You need to be uncomfortable and apprehensive: True strategy is about placing bets and making hard choices. The objective is not to eliminate risk but to increase the odds of success." Indeed, if there is not much risk, there probably isn't much strategy, he emphasizes: "Strategy involves a bet."