“Can you summarize your company’s strategy in 35 words or less? If so, would your colleagues put it the same way?”
I’ve never been able to find any strategist that has the same 35 words to describe what they do or what their output is. The role of advertising strategy is always a fun concept to bring to life with interpretive dance at a party. I find it quite a bit more effective than words. And it’s no more silly than the reality.
UPDATE: this afternoon I found a post Project in Progress: What is Strategy? where Bud Caddell is crowdsourcing the question “What is Strategy” and getting some great answers and nice charts from a bunch of people. He’s pout forward 6 definitions. In addition there are nearly 60 responses. All of them are differently articulated).
HBR maintain “Strategy creation is about doing the right things; implementation is about doing things right” but I’m not too sure about that split, if it’s true or if its possible. I personally like the tension between ‘doing the right things and doing things right’. It really all needs to work together if it’s going to get you to where you want to go.
Here’s what some smart people said about ‘doing the right things’ recently:
twitter.com/bud_caddell- strategy is the definition of purpose.
I’m thinking that this is the ‘where are we going and why’ bit of strategy.
I also like Andy Whitlock’s articulation of creative strategy, ‘ideas with purpose’, because it encompasses ‘doing things right’- and the ‘how are we going to get there and what do we do’ piece of the journey:
I can’t help but think that there’s often a disconnect between the choice of the destination, the itinerary and the experience of the journey. Creative Strategy identifies and describes how all those elements might work together. So kind of like Passepartout’s Travel Bureau to Awesomeness.
3 Comments so far
Leave a comment