{"id":50113,"date":"2020-07-29T18:01:00","date_gmt":"2022-10-18T18:01:32","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50113"},"modified":"2022-11-01T20:44:41","modified_gmt":"2022-11-02T03:44:41","slug":"in-fewer-than-900-words-we-explain-what-strategy-is","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/in-fewer-than-900-words-we-explain-what-strategy-is\/","title":{"rendered":"In Fewer Than 900 Words We Explain What Strategy Is"},"content":{"rendered":"\n

In my early working life a friend and I explored starting a business together \u2013 who hasn\u2019t? As experts in our fields we thought all we needed to do was develop a business plan, kick off some marketing activity and hit the ground running. And while we picked up some work, and even had repeat business, we didn\u2019t grow. Why? In hindsight, and with 30+ years of learning and business experience under my belt, that answer is obvious: Success starts and ends with strategy.<\/p>\n\n\n\n

Why do I need a strategy?<\/h2>\n\n\n\n

If the term \u2018strategic direction\u2019 rings a bell, it\u2019s because managers and leaders like to use it when they\u2019re talking about growth, expansion or product to stakeholders. But dig a little deeper and you will find many organisations don\u2019t have a strategy. While I\u2019d love to tell you that my business partner and I went on to develop a bold strategy that helped us become widely successful, we were one of those organisations that were more aspirational than directional. As founders we didn\u2019t have consensus on our core goals or measurements of success, so we couldn\u2019t communicate a vision or forward-looking plan to our customers or ourselves. Goodbye company. <\/p>\n\n\n\n

Strategy isn\u2019t just an ideal. It\u2019s the grunt work, the thinking and the planning to help you get to where you want to be. It’s a process that helps you prioritise goals, understand risks, align on focus areas, and identify resource needs to drive that success. Even if a fire-drill pulls you elsewhere, your strategy will help you stay focused on your longer term goals.<\/p>\n\n\n\n

What makes a good strategy?<\/h2>\n\n\n\n

A strategy is made up of two things: a vision that\u2019s underpinned by a robust and simple plan.<\/p>\n\n\n\n

The strategic vision<\/h3>\n\n\n\n

The Einstein quote: \u201cIf you can\u2019t explain it to a six year old, you don\u2019t understand it yourself\u201d perfectly sums up just how simple your vision should be. It should provide a lens on a desired future state, a place the company aspires to be, is clear and can be measured. <\/p>\n\n\n\n

When Salesforce formed in 1999 its vision was to rapidly create a world-class internet company for sales automation. It was simple and a vision that people could (and did) buy into. And the thing about visions is they don\u2019t have to stay the same. How many times do you think Salesforce has evolved its vision since 1999? Many. Don\u2019t be afraid to reset and adjust plans to ensure the evolution of your strategy is built on the right things.<\/p>\n\n\n\n

The strategic plan<\/h3>\n\n\n\n

A plan, or roadmap, consists of clear, actionable, prioritised and measurable milestones, that if met, help you achieve your strategy. Potential roadblocks are also included in the plan, with risk and mitigation approaches in place. And when the road gets bumpy, the plan helps you stay the course when going off road can seem like the easier path to follow. It\u2019s not to say a plan can\u2019t change, but it shouldn\u2019t be the starting point. The COVID-19 pandemic is an extreme example of when changing course would be the right choice to make. When the pandemic disrupted Salesforce\u2019s 3-5 year strategy, along with businesses worldwide, we were able to adjust our localised plans and approaches for the short-term, but also hold onto our bigger picture vision.<\/p>\n\n\n\n

Strategy isn\u2019t a sprint \u2013 it\u2019s a marathon<\/h2>\n\n\n\n

The point of a well thought out strategy is to have a roadmap to your goals, that if achieved, deliver exceptional results. So why would you rush that? When developing a strategy you need to look past your default setting of instant gratification and be in it for the long-haul. A good strategy may take several years to achieve and require adjustments along the way. Have a plan, keep it simple, and most importantly \u2013 stick to it.<\/p>\n\n\n\n

A practical guide to creating a vision<\/h2>\n\n\n\n

If you\u2019re at the starting point of your strategy journey, Game Storming have designed an open-ended, creative thinking exercise called Cover Story<\/a>. The point of the game is to challenge your team to create a best case scenario and take it one step further into a fantastical future. Best run with a diverse group of people, the goal is to not get stuck in reality \u2013 think big and create a widely successful future! Here\u2019s what the Cover Story concept includes:<\/p>\n\n\n\n

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