Roy's Blog

February 6, 2010

How to craft a really good strategy elevator speech

The strategic game plan for your organization can be developed by answering these three questions:

1. HOW BIG do you want to be? - your growth and financial targets;

2. WHO do you want to SERVE? - the customers you want to focus on to deliver your HOW BIG numbers;

3. HOW will you compete and WIN? - the way you intend to uniquely deliver what your chosen customers desire.


The final step in the process is to seamlessly articulate the answers to these three questions into your strategic game plan statement - a compelling and succinct expression that leaves no doubt where the organization is going and how it intends to compete and arrive at its destination.

Here’s an example:

“We will grow our top line sales revenue by 3% over the next 12 months (HOW BIG) by focusing our scarce resources on the retired couples segment of greater Seattle (WHO to SERVE). We will compete and win by providing personalized transportation services to assist them in getting around the city. (HOW to WIN)”

There you go. Specific. Simple. Understandable. Compelling.

Your strategy elevator speech.

I find that the game plan is extremely valuable in explaining to employees where the organization is going, and painting a picture of what the strategy looks like when it is being successfully executed.

Rarely does a strategy session start with the objective of creating an expression of strategy that captures the minds and hearts of the warriors you will be counting on to win…. the strategic game plan statement does.


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  • Posted 2.6.10 at 01:55 pm by Roy Osing
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