A company that has no long-term strategic goals isn't in a steady state. It's in run-off mode.

Anyone can come up with a great strategy or grand plans for the future of the company. But it's really, really hard to figure out how to go from "where we are now" to "where we want to be".

Making big changes to your systems to enable that transition without disruption to the current products and processes is actually a really difficult thing. If you could pull it off, it would most likely appear to be continuous rewriting with minimal visible changes ;)