During recent years, I have assisted dozens of organizations in creating a simple and workable strategic plan. Along the way, I have witnessed some flowery documents; content rich in filler but lacking the killer. My clients have discovered that a powerful bullet point outline trumps a 50-page cornucopia of buzz words. The right document turns into an ongoing guidepost; focusing the minds and longer term direction of the company. Each time you make a tactical decision, the longer ranging strategic plan serves as a directional North Star.
After reviewing “strat [strategic] plans” from hundreds of businesses, I see a breakdown. Even though the leadership team had ideas about market conditions which might be exploitable, technologies to be exploited and competitors easily replaced, behaviors needed from their sales teams were a major obstacle.