CE#640: Strategy Ain’t What it Used to Be (Forbes)

Holly Green

Strategic planning is an annual event, right?

It must be, because according to a recent Harvard BusinessReview article, almost nine out of 10 executives said their companies developed annual strategic plans. Moreover, they developed these plans without consideration for the pace of change in their business environment.

But the real question is whether strategic planning should be an annual event. And in today’s hyper-fast markets, the answer is a resounding NO!

As market pressures drive companies to become more flexible, responsive, and able to change on a moment’s notice, the ability to execute on a strategy is rapidly becoming more important than the strategy itself. In fact, business branding expert Denise Lee Yohn goes so far as to say that in today’s environment, execution is strategy.

According to Yohn, the amount of disruption in today’s markets (and the speed at which it happens) requires a very different planning approach. Instead of setting a definite strategy and following through at all costs, companies should focus on “strategically adapting to and excelling at whatever path they find themselves on.”

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