HOW OFTEN have we heard of a so-called strategic statement that goes something like this:
“We aim to be the leading (or the best) provider of_______(product or service here) in_______(a geographic area or an industry here).”
Strategic statements – may they be Brand Purpose, Positioning, Vision or Mission – should be guiding ideas that help us make make decisions and select priorities. These should be pillars that define the existence, and direction, of the organisation.Yet, why do most sound like something sweeping and generic, as if they were patched together after a quick Google search?
F i l e d ! 