In far too many strategy processes, a conservative approach is taken to strategy development.
This conservatism is about holding on to everything that the company already is and continuing with everything that has created its current success.
That approach might work for a short period but not over time in fast-changing markets.
Conservatism is a short-term, fear-driven, and naïve approach to strategy.
In the strategy processes I lead for my clients, I take a more creative and proactive approach.
We seek the truth about the organization’s performance, uncover essential new market insights, understand the company’s untapped potential, and identify the transformation needed to unlock its growth potential.
With this proactive approach to strategy, we ride the wave of rapid changes in technology, culture, competition, and customer needs.
Changes serve as our creative brief and a powerful momentum for growth, rather than fighting an impossible battle to apply outdated solutions to tomorrow’s markets.
I call this strategy process The Six Breakthroughs to Accelerated Growth, as it focuses on breaking through to the six areas that form the foundation for accelerating business growth.
1. Embrace the Truth
Break through to an understanding of the company’s true starting point and establish a shared transformative mindset.
2. Explore the Trends
Break through to new, vital market insights that can be leveraged in developing the company’s brand and business platform.
3. Redefine the Potential
Break through to a clear sense of the full potential for creating a more unique brand and increased growth.
4. Start the Revolution
Break through to a unique brand identity that can unleash the company’s full business potential.
5. Create the Differentiation
Break through to brand differentiation that can serve as the foundation for accelerating business growth.
6. Expand the Business
Break through to new business activities that can unlock the company’s full growth potential.
Strategy is not a simple action plan that slightly improves and nudges the current business forward.
Strategy is about providing an honest diagnosis of the company’s competitive position, carrying out substantial development, and executing cohesive actions necessary to break through to accelerated growth.
