In: Business and Management

Submitted By tmwenda
Words 677
Pages 3
The Art of Crafting a 15-Word Strategy Statement
In the January issue of HBR, Roger Martin sets out some rules for avoiding common mistakes in strategy making. As he writes in “The Big Lie of Strategic Planning“, the first rule is “keep the strategy statement simple.” Rather than a long, often vague document, the company’s strategy should summarize the chosen target customers and the value proposition in one page.
I couldn’t agree more. In my consulting work, I take this idea even further by asking my clients to summarize their strategy in less than 15 words. This statement must identify the target customer, the value proposition, and how the latter fits two requirements: * Focus: What you want to offer to the target customer and what you don’t; * Difference: Why your value proposition is divergent from competitive alternatives.
Sounds simple. But it’s more difficult than it seems. The 15-word constraint is a test that often reveals a profound lack of alignment among managers. In a 100-page strategy document you can state everything you want, which makes everyone in the organization feel comfortable. The trouble is that managers then interpret the 100 pages according to their view and aspiration of the company’s strategy. The result: one planning document, many different strategies.
All great business strategies can be summarized in a short headline. Easy to understand and communicate, they convey clarity internally and externally to the customer. Clarity is so important for good strategies that companies should make an effort to understand what it means and how to achieve it.
Neuroscience can help us in this endeavor. Clarity, as several studies demonstrate, depends a lot on the Contrast Principle. We understand something better when we see it in comparison with something else than in isolation.
To understand the power of comparison, let…...

Similar Documents


...The story of the Adelphia Scandal begins in 1952 with purchase of a cable network company by John Rigas. By the year 1972, the purchased cable network had evolved into Adelphia Communications Corporation. By the late 1990s, Adelphia had acquired Century Communications and eventually became the sixth largest cable company, servicing over 5 million subscribers. Adelphia was a family owned and operated business. Rigas family members were the majority of Adelphia’s board members and controlled a majority of the organizations voting stock. John Rigas held the position of Founder and Chairman, his three sons held key management positions such as, Chief Financial Officer and Executive Vice Presidents. Like several other businesses owned and managed by family members, Adelphia feel victim to poor ethical decision-making, managerial deception, and social irresponsibility. John Rigas was well known for his extremely lavish lifestyle. The Rigas family indulged in things such as several luxury properties, private jets, leisure construction projects, and even majority ownership of a professional league hockey team. The extravagant life style enjoyed by the Rigas family was primarily funded by Adelphia Communication Corporation. Unknown to stockholders and nonfamily related board members, Adelphia had financed over $2 billion in loans to the Rigas family. The Rigas family had started several private business ventures using Adelphia as a partnership , which resulted in the Rigas......

Words: 585 - Pages: 3


...A scholar is defined as one who develops mastery in a given discipline through continued study (Websters, 2007). In psychology, becoming a scholar involves long hours of studying and learning psychological theory, reading and analyzing research studies on one’s area of interest, and engaging professionally in the field by attending conferences and other learning opportunities. Scholars master their areas of study but may not necessarily apply their knowledge base in the field. A practitioner is defined as one who practices an occupation or technique (Websters, 2007). Practitioners, in a broad sense, are visible in all fields of the social sciences and psychology under varied position titles. A practitioner is one who is capable of applying the scientific knowledge and research in psychology to his or her emphasis area. I believe that becoming a scholar (knowledge)-practitioner (application) is a process that involves both study of theory and research leading to mastery of one’s emphasis area of interest and the ability to apply that mastery to real world issues. Scholar-practitioners take their knowledge and use it to synthesize, evaluate, and add to their chosen profession. The practitioner-scholar learns to integrate clinical and professional experience with empirically based knowledge, academic and scientific research. This model usually refers to masters-level students and graduate programs. The model that best describes the position I am in right now is the...

Words: 492 - Pages: 2

Worldly Scholars - Marketing Plan

...Worldly Scholars Marketing Plan Shelley Barnett DeVry University Marketing Management MKTG-522-62102 Dr. Scott Eckert March 17, 2013 Worldly Scholars Marketing Plan Marketing Plan Outline 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product (Service) Offering 2.5 Keys to Success 2.6 Critical Issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research 4.0 Controls 4.1 Implementation 4.2 Marketing Organization 4.3 Contingency Planning 5.0 Conclusion Executive Summary Worldly Scholars to span across the U.S.; inspiring girls, boys, women, and men to find their passion, create a goal; use their motivation and drive to conquer their dreams and obtain their desires; to assist and touch the lives of others. Worldly Scholars is geared towards assisting students including; 8th graders with preparation for high school, high school students prepare for college, and college students prepare for the corporate world. We offer various services from mentoring programs tailored for each student which includes; searching for scholarships that match up with their background, searching for the right schools for their field of interest, researching and networking to seek the job/career and title of interest in their field related to their major...

Words: 3350 - Pages: 14


...SCHOLARSHIP RESPONSE: Good day, . Your provincial government has a scholarship program called the EskolaR ng Laguna Program offered to all college students who are bonafide residents of Laguna. For schedule and other concerns, please coordinate with the Office of the Provincial Administrator through EskolaR Program Coordinator Ditas Cosio at telephone number (049) 501-1001. You can also contact her through their website ( and Facebook page ( Thank you. RESPONSE: Magandang araw, Vianne. Ang scholarship program ng ating pamahalaang panlalawigan, na tinatawag EskolaR ng Laguna Program, ay para sa mga kolehiyo na residente ng ating lalawigan. Para sa mga detalye tungkol sa scholarship program, maaari lamang makipag-ugnayan sa Office of the Provincial Administrator sa numerong (049) 501-1001 o sa kanilang website, ( at Facebook page ( Hanapin lamang ang ating EskolaR Program Coordinator, Gng. Ditas Cosio. Maraming salamat. RESPONSE: Good day, . For scholarship concerns, please coordinate with the Office of the Provincial Administrator through telephone number (049) 501-1001. You can also contact them through their website ( and Facebook page ( Thank you. RESPONSE: Magandang araw, Cherry. Para sa......

Words: 1097 - Pages: 5

Letter to Scholars

...6 January 2014 My dear Ateneo Scholars, Let me greet you a Happy New Year! It comes from a heart filled with joy from having read all your cards and letters. It was the best part of being Acting VP – to receive the volumes of lovely cards and greetings and sentiments. As you expressed thanks to me for the role and the function that translated into granting you scholarships, I also express gratitude for your ability to say ‘thank you’ and for the great things that you have done even while you are still students. 1 While reading your letters and greetings, I said to myself, how wonderful it is to be in Ateneo where students ‘get it!’ – these ideas of excellence and service are not just lip service; they are actualized in the students, in you. All this makes me proud of you! I wish you all the good things in life. And I also wish and pray that when you already have them to the full, you will not spill this to waste it but to make others live as well. I’m confident that you will. I look forward to that time when you will come back to us to tell us about the ‘harvest that is plenty’ and blessed by the Lord. See you around the campus. I know I won’t be able to recognize you but please tap my shoulder when you see me and tell me who you are. We can also chat if you like sometime. Have a great student life as Ateneans. Have a blessed New Year! Warm regards, MARIA LUZ C. VILCHES Dean P.S. I wrote a poem on New Year’s day and I hope you like it. It was inspired by the......

Words: 326 - Pages: 2

Research Scholar

...This article was downloaded by: [Guru Ghasidas University ] On: 13 January 2014, At: 02:45 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Strategic Marketing Publication details, including instructions for authors and subscription information: An examination of marketing techniques that influence Millennials' perceptions of whether a product is environmentally friendly Katherine T. Smith a a Department of Marketing , Texas A&M University , 4112 TAMU, College Station, TX, 77843-4112, USA Published online: 19 Nov 2010. To cite this article: Katherine T. Smith (2010) An examination of marketing techniques that influence Millennials' perceptions of whether a product is environmentally friendly, Journal of Strategic Marketing, 18:6, 437-450, DOI: 10.1080/0965254X.2010.525249 To link to this article: PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors,...

Words: 6599 - Pages: 27

Scholar Paper

...Scholar Essay Who am I to judge ones race, class or gender? , from the way they to look to the sway in their, who am I to judge what they should be called or what they shouldn’t be called. Just because the individual is a lighter color than me or from a different ethnicity, aren’t we all consider to be as an equal? The binary stereotyping and mixed cultural signals of African American and Latino females are identified in Mammies, Matriarch and Other Controlling Images and The Myth of the Latin Woman: I Just Met a Girl Named Maria examines the race, class, gender, and sexuality and how these representations speak to the African American and Latino women .Race, Class, and Gender are constructed categories that causes controlling images such as Mammy, Hot Tamale, Bad Black Woman, and Jezebels to become a natural way of thinking leading women to act and believe that is who they are and eventually they who will become. Patricia Collins article (Chap 4), “Mammies, Matriarchs, and Other Controlling Images” (2000), defines the oppression, objectification, and controlling images of African American women in the society, as well as the social acceptance of African American women. Collins supports her theories and hypothetical thinking with supporting statements from other black feminist that illustrate similar beliefs and theories that she asserts in her article. Collins purpose and objective is to point out the stereotypical condition of African American women in the society......

Words: 1374 - Pages: 6

Leadership Scholar Digest

...Leadership Scholar Digest David McClelland is a world renowned academic, scholar, and author of psychological behavior and motivation theory with over a dozen books and articles to his credit. This essay will make no attempt at enumerating or discussing all of Dr. McClelland’s contributions to the scientific community; rather my intent is to present a critique of his conceptualization of leadership, outline his theoretical grounding, and discuss the key features of his theories. Contributions McClelland’s contributions to leadership are centered on human motivation and how these motivations affect people in the managerial context. In 1961, he published “The Achieving Society” in which he identified three motivators that were common to everyone in varying degrees: 1) Achievement 2) Power 3) Affiliation (McClelland, 1977) According to McClelland, each of these motivators exists to varying degrees in each of us, and are learned, or socially developed. Individual action is to a significant degree driven by the combination of these attributes. In “The Achieve Society”, McClelland point out that in most cases people aren’t normally aware of what drives them, despite the fact that the combination of these motivators significantly impacts how they work with others and the types of roles that best suites them (McClelland, 1961). Achievement Achievement oriented people are driven to master complex challenges, to overcome goals, find solutions, and they enjoy......

Words: 1308 - Pages: 6

Practitioner-Scholar Paper

...The practitioner-scholar model, often called the Vail model, is a training model for graduate programs that is focused on clinical practice. It was developed primarily to train clinical psychologist was adopted by other specialty programs. According to this model, a psychologist is a scholar, a consumer of research, and a highly-trained professional practitioner who applies knowledge and techniques to solve problems of clients. The analyses explains the differences between the practitioner-scholar and scholar-practitioner models. Understanding the Practitioner-Scholar and Scholar-Practitioner Models A scholar is a learned person who has applied their education to the to their specialized environment. Intensive theory and research formed their concept of a practitioner. We often think of practitioners as a person in the medical community. According to recent research, the term practitioner is being used for other professions also. It takes hard work and extreme dedication to be considered a practitioner. The fact that effective practitioners require an experiential knowledge base, their formal education is composed largely of didactic learning, whether in the physical or virtual classroom, grounded in theory and in research that presumably underlies’ practice expertise (American Association, 2003). A common buzzword used in graduate programs today is Scholar-Practitioner......

Words: 698 - Pages: 3

Scholars and Theories

...Scholars and their theories Stephen Mitchell- “Job is a man of patience.We are far more likely to see the book as a theological treatise on human suffering, especially the innocent variety.” Observed that William Blake, who created a series of engravings on Job, “is still the only interpreter to understand that the theme of this book is spiritual transformation”. Perhaps Blake is among the few to see in Job, what is involved in coming to live before the only God we cannot construct. Sees the flawlessness of Jobs life as a depiction of Job as the ‘perfect moral businessman’, who knows how to succeed at the reward game, with life and with God. “All this bewilderment and outrage couldn’t be so intense if Job didn’t truly love God. He senses that in spite of appearances there is somewhere, an ultimate justice, but he doesn’t know where. He is like a nobler Othello who has been brought conclusive evidence that his wife has betrayed him:his honesty won’t allow him to disbelieve it, but his love won’t allow him to believe it. The voice is saying “What is all this foolish chatter about good and evil...about battles between a hero-God and some cosmic opponent? Don’t you understand that there is no one else in here?” David Robertson-Draws our attention to Job’s speech in chapter 9, in which Job predicts what would happen if he summoned God to a face-to-face encounter. “If it is a contest of strength,behold him”-Job. When God finally does appear, Job’s prediction comes true......

Words: 887 - Pages: 4


...“Markup Sprachen und semi-strukturierte Daten” XSLT 1.0 Tutorial Dan Olteanu What means XSLT? XSL (eXtensible Stylesheet Language) consists of • XSL-T (Transformation) – primarily designed for transforming the structure of an XML document – W3C Specification: • XSL-FO (Formating Objects) – designed for formatting XML documents – W3C Specification: XSLT origin: Document Style Semantics and Specification Language (DSSSL, pron. Dissel). Why Transform XML? XML is a success because it is designed: • for separation between content and presentation (XML is a generic markup language) • as a format for electronical data interchange(EDI) between computer programs • as human readable/writable format Transforming XML is not only desirable, but necessary. XSLT is an attempt to fulfill this need, by supporting • publishing data (not necessarily XML). • conversion between two proprietary formats (not necessarily XML). Publishing XML data Data Conversion How XML data can be transformed using XSLT? (1/3) 1 a conversion of XML data into a tree structure, e.g. using an XML parser conformant to – Document Object Model (DOM) – Simple Api for XML (SAX) Tree structure XML fragment This is an example para XML......

Words: 2148 - Pages: 9

American Scholar

...The article “American Scholar” by Emerson calls upon the youth of America to create their own literature, and become individuals in society rather than to simply believe in the things they are expected to think and believe in. Emerson calls on the fraternity of Phi Beta Kappa to become individual thinkers and scholars, Emerson tells them to keep expanding their minds and ideas. The article is used to inspire and address young Americans to create their own ideas, and without the influence of previous works, and British literature, in the hope to revitalize American literature and poetry. Through the use of metaphors, similes, repetition, imagery, as well as metonyms Emerson reinforces his idea that one should be a scholar by nature, rather than by literature. Emersons use of metaphors convey his idea that one should be an individual thinker rather than rely just on the works of others to create his ideas and beliefs. “…when the victim of society, he tends to become a mere thinker, or, still worse the parrot of other mens thinking” (Emerson 470). the use of this quote portrays Emersons idea that men have come to completely relying on the works of others, and that Man is no longer and individual thinker. He encourages these young men of the Phi Beta Kappa fraternity to become individual thinking men, and to base their ideas on nature and the society they live in, since one cannot base present society on a later society. Emersons idea on what a scholar should be is that one......

Words: 1267 - Pages: 6


...For the last eight years, I lived an internal battle between seeking professional achievement or accepting defeat by the numerous burdens and obstacles that laid before me and weighed my spirit down. Despite my never ending fear of failure and feeling of mediocrity, I managed to finish secondary school with above average grades, yet not with my best effort. In the fall after my graduation year, I was blessed with a baby girl. She is the light that brightly shines on my path. Two years later, my second beacon of light came with the arrival of my baby boy. My doubts and fears had only held me back this whole time and people around me started giving up hope that I would further my education and go above statics and achieve personal self-actualization. I overheard a family member make a comment about how it was such a pity to see someone such as myself, who is an exceedingly bright young lady, providing such a poor example to my two children. This comment made my chest heavy with a feeling of ineptitude, anger and shame. At that moment I made a resolution to prove to not only to others and myself but most importantly to my children that this was not the end of the road. The innate determination and ambition that followed led me to enroll into college and begin a journey where failure is not an option. The main ingredients to ensure ultimate success are prioritize, plan and focus. My objective is to complete an associate's in Criminal Justice at Palo Alto College to be followed......

Words: 752 - Pages: 4

Research Scholar

...THE CHANGING ROLE OF MIDDLEMEN - STRATEGIC RESPONSES TO DISTRIBUTION DYNAMICS Robert Olsson Sweden Chalmers University of Technology Lars-Erik Gadde Sweden Chalmers University of Technology Kajsa Hulthén Sweden Chalmers University of Technology Competitive Paper ABSTRACT This paper deals with changing roles of so called middlemen. In today’s business reality, there is a clear shift in the orientation of middlemen, from ‘only’facilitating the sale of produced goods, to identifying customer needs and sourcing to create solutions that match these needs.This paper aims to explore the changing roles of middlemen.The analytical framework takes its point of departure in the Industrial Network Approach. The study of roles focuses on operations and skills with regard to the activity and resource layers. For the actor layer significant issues concern the nature of the middleman’s relationship with other actors and its position in the network. These aspects are central for the value-generating capacity of the middleman. The paper relies on a case study of an actor (a middleman), Mobile Inc., involved in providing ‘Wireless equipment’ with a focus on mobile phone solutions.The main conclusion of the empirical study is that numerous opportunities are open for identification of roles for middlemen in the current distribution landscape. From being a typical ‘traditional’ middleman,......

Words: 12578 - Pages: 51

A Shariah Scholar’s Place on the Board: Interview with Top Shariah Scholars

...A Shariah scholar’s place on the board: Interview with top Shariah scholars Funds-at-Work, a research-based strategy consultancy focusing on the investment industry, recently released "Shariah Scholars – A Network Analytic Perspective," which links Sharia scholars to board positions. It is a more comprehensive study than previous Sharia scholar reports. Rushdi Siddiqui puts some challenging questions to four international Sharia scholars to get their view points: • Dr Hussain Hamid Hassan (HHH), eminent scholar and chairman of many Islamic financial institutions • Dr Mohammad Daud Bakar (MDB), international scholar and founder and managing director of Amanie Islamic Finance Consultancy and Education; • Yousuf Talal DeLorenzo (YTD), leading US scholar; and • Dr Mohammad Akram Laldin (MAL), Executive Director, ISRA, Malaysia. Research is an important area in Islamic finance and you are well aware of the Funds-at-Work study, linking scholars to Sharia boards. What is your impression of the study? HHH: The Islamic finance industry is young but growing. It needs specialists, not just in Sharia, but in law, accounting and feasibility studies. There are very few scholars who combine the qualifications and experience needed for this field. Therefore, it is only natural that they would carry a heavy load, for the industry is in need of development and the invention of new products which should be compliant with the Sharia, valid in civil law, and commercially......

Words: 3400 - Pages: 14