Strategy requires you to choose

When I work with clients on any type of strategic planning we often start with a discussion about what not to do. This might sound crazy, why focus on what not to do? It seems counterintuitive.

“Strategy is the creation of a unique and valuable position, involving a differentiating set of activities.” The key is the identification of a company’s true value. Once that is clearly defined you can start to align the organization around that value. This can be tricky, however, because it feels like an organization is saying no to new business and new customers.

Not so, when an organization builds a strategic plan based upon what they do well, that focus brings newfound energy and internal alignment resulting in less wasted time. Initially, this exercise is scary; however, once we work through it together, they realize that they don’t have to expend energy on efforts that don’t drive their business. It is freeing. 

“Strategic positioning is often not obvious, especially if an organization has been in business for quite a while. Why they started is lost over time to what they do. Taking a step back to examine the purpose and value of your organization creates a unique opportunity to hone your strategy, realign your staff, and re-engage with your customers to create a meaningful connection built on authenticity. Don’t be afraid to let go of what is not working. Now is the time to choose what not to do.