Strategy: Insight That Activates
Brand Vision starts with strategy. Admittedly, it’s a thorny subject. In all too many companies, strategy becomes a political football. Top management wants to dictate it. The ambitious want to own it. Salesmen think it’s about beating competitors on every pitch. New managers want to change it (whether it’s working or not).
Often confused with mission and vision, which can be aspirational, strategy needs to be concrete. Actionable! All too often, the opposite is true. We’ve all heard of business strategies relegated to a shelf or desk drawer, never to be seen again.
Strategists themselves often don’t help. They sometimes revel in abstractions. Reach agreement by caving in to entrenched interests. Indulge ...
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