Can You Say What Your Strategy Is?
By: Collis, David J., Rukstad, Michael G.,
Harvard Business Review,
April, 2008, Vol. 86, Issue 4
Most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If they can't, neither can anyone else.
CAN YOU SUMMARIZE YOUR COMPANY'S STRATEGY in 35 words or less? If so, would your colleagues also share the same idea and put it the same way?
The companies, whose executives can articulate the strategy of the company, are often the most successful in their industry. Edward Jones, a stockbroking firm, is one such company.
It's a safe bet that just about every one of its 37,000 employees could express the company's succinct strategy statement: Jones aims to "grow to 17,000 financial advisers by 2012 [from about 10,000 today] by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-adviser offices."
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