#27 Article "Can You Say What Your Strategy Is?"

@font-face { font-family: “Cambria”;}@font-face { font-family: “Tahoma”;}p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: “Times New Roman”; }div.Section1 { page: Section1; } The business strategy problem in this article can basically be described as the left hand doesn’t know what the right hand is doing. Some managers might think that short-term profitability is the objective. Others think that investing in market penetration is the strategy. They may both be wrong. The lesson of the article is to define the strategy before starting work on a project. This is relevant to creative strategy as well. Before beginning a project, ask the question, “What are we trying to accomplish here?” Then repeat what you understand as the objective and ask for confirmation. Ask everyone on the project team. If you don’t get the same answer from everyone, the team needs to have a pow-wow to get everyone on the same page. Otherwise, time may be wasted on irrelevant work.

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