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Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling by Frank Cespedes

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5

Making and Articulating Strategic Choices

In his wonderfully titled book, Build a Better Life by Stealing Office Supplies, Scott Adams, the creator of Dilbert, has a cartoon called “The Importance of Strategies” (figure 5-1). In the first panel, Dogbert notes that “All companies need a strategy …” What too often follows that sentence, as chapter 4 argued, is a catchy aphorism (you need a strategy because without one, no road will take you there, etc.). But Dogbert says that all companies need a strategy “so the employees will know what they don't do.” The remaining panels of the cartoon are a before-and-after parable about strategy.

FIGURE 5-1

“The Importance of Strategies”

Source: Scott Adams, Build a Better Life by Stealing Office Supplies ...

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