Strategy is explained by WikiPedia as a high-level plan to achieve one or more goals under conditions of uncertainty. Strategy is important because the resouces available to achieve these goals are usually limited. (Wiki)
It might also be understood as “a pattern in a stream of decisions”
Long-term goals are connected to the future, and nobody really knows how things work out in the future. Gut feelings are worthless because they arise from our past experiences and educational input. Past related experience tells nothing about the future. And a trend is just a tendency, and no completed Autobahn we may use. We face naked risk! Do we?
The future isn´t a single point, it´s a range…. but information gives a direction of what will come and stay in the big picture of the future.
But as an experienced and successful company, if that´s you, you will strategically rely to what you stand for. You rely to your mission statement. You can also rely to what you started with – and here´s the story of Burberry….
It was an insight when observing that at a strategic planning meeting all 60-some key leaders wore anything and everything except a Burberry trench coat. Now what would you think when you´re the head of Daimler and all your key leaders drive a BMW? Of course they won´t – due to the internal focus on company cars (strategy!) but it happened to Burberry. Angela Ahrendts noticed this “behaviour” and asked her staff to check the figures and yes, sales gave insights that the original, the Britishness, started fading on the market. She decided to grow back this core luxury product, innovating other products as well to be seen again with its typical pattern.
Strategy is about what should come and stay. Strategy is about your vision of what shall grow and maybe grow back. Strategy is similar to nature: it takes resistance to be seen and accepted. It takes acceptance to be wanted by customers.
And customers are those people who will ask for products!
BE A DECISION MAKER. BE OUTSTANDING.
rita jaskolla – Leadership Architect –