and the five key elements of the strategy short statement
my last article ended determine strategy as a "beacon identifies the target and the time frame for achieving this goal, in the context in which it will be reached this goal, and the company's unique approach ensures success." Let's take a look at the five main elements in this definition:
1. Note that the word "goal" is singular. Strategy has been to focus on the entire organization and single-axis design. Do one thing, and do it very well. Strongly defined strategy cuts like a knife is well honed. With multiple objectives, such as strategy goes a marshmallow.
2. indicating a timeframe is vital. Provides impetus and motivation. Along with the clearly stated goal, and the time frame becomes the first of the key performance indicators that is necessary to ensure the successful implementation of the strategy.
3. context describes the specific competitive arena in which the company will operate. Be crystal clear in this regard. We do not just say, "We're going to reach the 10 Restaurant chain by 2012." He says, "We're going to hit a series of 10 family-oriented, sit-down, full-service, and Italian restaurants in Oregon south by 2012."
4. The most important part of the strategy is to identify what makes you different from your competitors. Why would someone choose to eat in your Italian restaurant next door instead of one? Is the food? Sites? Physical design? Italian music on the air? It must be unique, and it must be something that your competitors can not copy.
5. Finally, the strategy "a beacon." Once the strategy has been created must be stated simply and distributed widely within the company in order to realize its full potential. One of the best ways to do this is to limit the strategy to one sentence.
and put it into practice
With this in mind, here is another example of the strategic statement of one sentence:
Acme will add 35, 000 net new customers through December 31, 2014 by offering a premium, on the Internet, the price of the program compared to medium-sized, English commercial construction companies in North America using the language approach "works with high touch" sales and support.
you can pick the target, and the time frame and context? How will be guaranteed Acme uniqueness of their approach?
short lists strategic alignment of the company's activities
intensive strategy in one sentence means that it can now be sent easily to everyone in their organizations. This provides immediate framework that helps to harmonize the entire staff. It saves staff time and energy to abort or easily answer many of the small questions that every day arise:
- "Can I attend a European trade show to find out what is the market like?" [1945013"Dowepackdeviceswithourofferings?"
- "when we will have a Spanish version will be ready?" "Is the price we match our competitor?"
- "The residential construction association called. I would like to do a show for them?"
Statement strategy will also affect the big decisions, such as hiring, product development, and approach to sales, and dissemination of information technology, Development Bureau - in fact, every decision that can be shaped by this sentence 35 single word.
Statement wholesale single strategy is a powerful tool incredibly help power the entire workforce alignment of management. You can write your own company's strategy in one sentence?
References
I am grateful to David J. Collis and Michael J. Rukstad, authors of "You can say what is your strategy?" On page 82, published in April 08 of Harvard Business Review .
. All rights reserved © 2010 Alex Glassey
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