You’ve Got a Great Strategy – Now What?

Over the last 12 months, you led your team through a significant revamp of your strategy.  The economy and changing customer habits forced a ground-up review and restructuring.  Buying dynamics shifted substantially, loyal customers started experimenting with other solutions, and years of cost containment measures have taken a toll on employee morale.  You invested nearly $500,000 with a marque consulting firm to guide you through the process.  After all that time and energy, you now have a new strategic plan and you’re ready to launch.  How confident are you it will work and return your company to growth?

You’ve done all the right things along the way.  You involved your leadership team in the strategy formulation process.  After long evenings and weekends, they say they’re 100% committed to the new plan.  You took great pain to develop action plans and establish new performance metrics.  The new strategy requires significant change, some restructuring, and revisions to the tried and trusted culture.  You feel ready to deploy.  Employee meetings have been scheduled and each executive has a communication package to explain the new strategy.  With all this preparation, you feel ready to launch, but are you?

Does this story sound familiar? 

Across the business world, companies facing significant disruption are engaged in this kind of exhaustive strategy renewal process.  Most will fail to achieve the rates of growth and change envisioned in the plan.  In fact, the investment in strategy consulting, market analysis, and change initiatives will likely yield disappointing returns.  Why does this happen?  Great executives and leadership teams exercising sound business logic and measured decision-making routinely face a litany of disappointing results.  What are they missing?

Great strategies absent exceptional execution will fail to deliver every time.  Instead of achieving the planned high rates of return and accelerated growth, most settle for marginal growth and continued disruption from competitors.  But the key to strategic execution doesn’t rest in the executive team or the plan.  Execution happens when an organization gets into alignment from the bottom to the top.  Alignment requires that employees have a clear line-of-sight between the work they do and the strategy.  Alignment doesn’t occur by briefing employees on the strategy or change program.  If that’s the extent of your plan, you’re on the path to failure. 

Employees must not only understand the “what” of the strategy in practical and relevant terms, they must also embrace the “why” and “how”.  And when it comes to “how” in particular, you can accelerate change by actively engaging employees.  When employees are involved in shaping how change is implemented, they accept and implement it at a faster rate.  Engagement at all levels is critical; don’t just rely on your leadership team to cascade the strategy through layers of the organization. Use as many means as possible to communicate and keep it concise.  Simplicity enables the key elements of the strategy to be clearly communicated on a consistent basis leaving no room for interpretation.  This means boiling down your detailed strategy into imperatives to which employees can relate

If you’re committed to your strategy's success, the best investment you can make is to focus on alignment.  To start, you need to understand the current state of alignment in your organization and then routinely reevaluate as its execution unfolds.  There are numerous tools available that measure engagement and alignment.  I use the PBLine-of-Sight™ developed by Prana Business.  I’ve used many tools over 25 years leading strategic development and employee engagement initiatives.  I prefer this tool because it provides rapid results in a simple form.  Spotting misalignment early will keep the plan on the right track.  Measuring progress enables you to anticipate and predict future performance.  Regardless of which evaluation tool you use, it’s imperative that you not only have an alignment baseline, but have ongoing progress measurements and make adjustments based on quantifiable outcomes.

To learn more about successful strategic alignment, contact me or visit the Connect2Action Assessment page.

Duane Grove is the founder of Connect2Action, a strategy execution specialist at the intersection of employee engagement and executive leadership, igniting innovation as a lever to accelerate your growth.  Follow Duane on Twitter @connect2action and connect with him on LinkedIn, Facebook, and Google+.  Learn more by visiting www.connect2action.com.