1_Strategy

If you don’t
adapt, you
will die.
Step One
STRATEGY

STRATEGY Step One
Step One STRATEGY
What
is a
business
Your business strategy determines the
direction of your business and what it will
look like in the future. By clearly defining
your business strategy, you can develop your
business or growth plan to achieve your
business and personal goals.
You don’t have to be the market leader
to compete successfully in your industry,
but you do need to identify and focus on
your company’s strengths to find a way to
differentiate from other competitors.
strategy?
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STRATEGY Step One
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Why do you
need a business
strategy?
It doesn’t matter if you are a big or a small
company. Once you have a clear strategy, you
will know where you are going and why you
want to get there. This will allow your other
business plans including your sales strategy,
marketing strategy, operational plan and
resourcing to align with each other.
I see so many companies which have these
four elements in place but with no alignment to
each other. Four individual plans without a
common purpose.
A business strategy creates the ‘big picture’ for
your company; and once this is in place, you
can create clarity on the path you will take. As a
result, you’ll be more productive and profitable -
and avoid wasting time and resources on things
that aren’t part of the strategy.
Start by aligning all your business plans
towards one common goal.
Sales
Strategy
Marketing
Strategy
Operational
Plan
Resourcing
Strategy
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STRATEGY Step One
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Terrifying strategic facts
and figures from Harvard
Business School
• 90% of strategies fail due to
poor execution
• Only 15% of employees know
their company’s top priorities
• Even worse, only 6%
of employees know their own
individual priorities
• 32% of employees doubt their
company has a plan at all
“It’s not the
customer’s job
to know what
they want.”
-Steve Jobs
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STRATEGY Step One
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The
key strategic
questions
1. Why do we exist?
An easy one to start with. How would you define the
core purpose of your company? Put simply, why are
you in business and what business are you in?
2. How do we behave?
We need to explore the values of your company and
its people. How do you behave, and is this behaviour
putting you on the right path to success?
3. What do we do?
A simple and direct definition and explanation of
your business is what’s required here.
4. How will we succeed?
Define your pathway to success; and then work out
the actions you need to take to get there.
5. Who must do what?
Now you know where you are going, how are you
going to get there? It’s time to define everyone’s
roles and responsibilities.
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STRATEGY Step One
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In order to succeed,
you not only need a winning
strategy, you need to
communicate it over and
over to the team that’s
going to execute it.
It’s the people in your
business who must be
directed and motivated to
achieve your common goal.
55
%
Companies with a
clear strategy are 55%
more profitable
More strategic facts
and figures
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STRATEGY Step One
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Your Ah-ha!
moment.
When I work with my clients on developing a
business strategy, I look for what I call a game
changer. It’s that Ah-ha! moment; an insight or
revelation that will take an organisation from
ordinary to exceptional.
Game changers create strategies which keep
companies one step ahead of their competitors and
relevant in today’s rapidly-changing world. Because
if you don’t change and adapt, you will cease to be
relevant – and eventually die.
An effective and meaningful
game changer…
- meets a need
- solves a problem
- serves an existing market
- or creates a new one
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STRATEGY Step One
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Let’s find
your strategic
advantage.
For many companies, this process is a real
eye-opener. After all, when is the last time you sat
back and took a really deep, analytical look at your
operation and considered its five-year future?
Strategic
Analysis
Because every business is different, every business
needs a unique, custom-designed strategy.
Aston Business Advantage will work with your
company to help you create yours.
We’ll host in-depth strategy sessions to help you
clearly define your company’s purpose, values
and behaviours - and then develop your business
strategy and business plans.
Results
Action
The
Strategy
Process
Strategic
Plan
Insight
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Aston Business Advantage
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