Can you say what your strategy is?
by David Collis and M. Rukstad (2008)
Just about every one of Edward Jones’ employees could express the company’s succinct strategy statement: Jones aims to
“Grow to 17,000 financial advisers by 2012 [from about 10,000 today] by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-adviser offices”.
ABC aims to do what by when by how to whom through what
Such a strategy statement
* Becomes a guiding light for making (difficult) choices
* Aligns behaviour within the business
Elements of a Strategy Statement
Objective = Ends and Time Frame
Scope = Domain*