What is a strategy and why do some people make it so darn complicated?

Strategy… I see this word used a lot and often in the wrong context! Some people seem to enjoy making company strategy really complicated. I’ve seen confusing templates, matrices and presentations that make the mind spin but strategy itself is actually really simple – when done properly. Strategy answers two questions; What is our aim and how do we get there?

Good strategy vs bad usually comes down to data. If your strategy is based on a solid foundation of data then it’s likely to be good. However, research, data gathering and analysis is time-consuming and often becomes the crucial part that is skipped. Teams are simply too busy in the trenches of day-to-day workload to take that vital step back.

Bad strategy is usually something discussed and agreed by a board based on what they think customers want or what they think will work best (sometimes the customer needs aren’t even considered, which is even scarier!)

Once you have your strategy (good or bad) the next challenge is implementation. Again, I have seen companies with a clearly defined strategy of A,B,C and yet Fred in Finance is prioritising project Y, Helen in HR is focused on project X and Marketing are caught in the headlights busily trying to support everyone.

Strategy also needs to be communicated clearly to all, clearly being the key here. What is understood at board level may not be clear to those at an operational level. It’s important to communicate the relevant information in the right language and format for the audience it is being delivered to.

All projects and activities need to be aligned with the strategy. If they aren’t, then why are you doing them? Regular check-ins should be made against the objectives to ensure you are heading in the right direction.

Whether you have an existing strategy that you are struggling to get off the ground or if you don’t know where to begin to create one, then I can help. Strategy is not just limited to Marketing either, I can assist with complete business strategy and then work with your teams to implement and manage progress.

Please do get in touch if you’d like to learn more.