Strategy as a Story: Crafting a Narrative that Everyone Can Tell
A well-crafted strategy is like a compelling story that everyone in your company understands and can retell. Stories resonate with people; they have context, characters, conflicts, and resolutions. When strategy is framed as a story, which it very often isn’t, it becomes more than just a document collecting dust in a drawer or a presentation lost in the cloud. It becomes a living, breathing narrative that guides the actions and decisions of the entire organisation.
Context: Setting the Scene
Every great story has a clear context, an introduction that sets the stage for what’s to come. In the context of your company’s strategy, this introduction is the reason for the company’s existence. It’s about why your company was founded in the first place and what it aims to achieve in the world. This is not just about making a profit; it’s about elevating your customers by solving their needs and wants in a unique way.
Differentiation: What Makes the Company Unique
In a crowded marketplace, it’s not enough to simply exist. Your company must stand out from the noise and be a compelling beacon for customers, (potential) employees, and business partners alike. The strategy as a story must clearly articulate what it is that your company does that is unique from a customer’s perspective. What does it do differently that customers can’t get from your competitors? How does it offer value in a way that no one else can?
This differentiation is the heart of the strategy as a story. It’s the part that captures the imagination of everyone who hears it. It’s the reason why customers choose your company over others, why employees are proud to work there, and why partners are eager to collaborate with you. It’s about being clear and unapologetic about what makes your company special.
Impact: Making Customers’ Lives Better
At its core, your strategy must be about making your customers’ lives better. This is where the story becomes truly compelling. It’s not just about what your company does, but about the impact it has on the people it serves. How does your company’s unique approach solve customers’ problems? How does it improve their lives in tangible ways?
This is the part of the story that should resonate most strongly with everyone in the company. When employees understand how their work contributes to making customers’ lives better, they are more engaged, motivated, and aligned with the company’s goals. They see themselves as part of a larger narrative that has real-world impact.
Action: What Your Organisation Must Do Differently
Finally, a strategy as a story must outline what the organisation needs to do differently to achieve its purpose and objectives. This is where the narrative shifts from the why and the what to the how. It’s about making the strategy actionable, providing a roadmap for how the company will achieve its goals.
This part of the story should be clear and specific. It’s about identifying the key actions, behaviours, and decisions that will drive the company forward. It’s about being honest about what needs to change and committing to those changes. A strategy that doesn’t translate into action is just a story without an ending.
Living the Strategy Story
A great strategy is a story that everyone in the company can tell: a story that has context, clear differentiation, impact, and actionable steps. It’s a story that defines not just what the company does, but why it does it, how it makes a difference, and what it needs to do to succeed.
When strategy is a story, it becomes more than just a set of abstract ideas. It becomes a shared narrative that unites the organization, guiding everyone towards a common goal. It’s a story that customers, employees, and partners can all believe in and contribute to, making it a powerful tool for achieving success in an increasingly complex and competitive world.
So, next time you think about your company’s strategy, ask yourself: is it a story that everyone in your organization can tell? If not, it’s time to start (re)writing.
