Do you understand your company's strategic goals?

I went to play darts with a few friends, and everyone gathered around to watch. When the dart player aimed, I always felt that the position was a bit high, so I stepped forward and suggested that he improve it. Everyone nodded and said, yes, it is too high. . I'm thinking, the reason why everyone agrees is because the bull's-eye is obvious, so my suggestion is valid and recognized by everyone. What will be the result if the target is replaced with a piece of white paper? It may not only be me. I don’t know how to suggest it, and even the bidder himself doesn’t know where to vote.

The bullseye that everyone can see is the strategic goal of the company

If the strategic goal of a company is unclear to everyone

Then It must be a failed strategy and may even bring disaster

In the organizational system, everyone must have a frame of reference when deciding whether to do something or not, which is the strategic goal of the enterprise, in line with It should be done if it is a strategic goal. However, if the strategic goals are vague and when a dispute arises, the party with power will often win. Such an organization is actually very dangerous.

A truly meaningful strategy should be a common language that can be understood by everyone, so that a corporate culture can be formed in which everyone participates and performs their duties.

The strategy formulated by Australia's Adelaide Bank is "We don't want to be the first, but we will never be the third." This means that they hope that the company can quickly follow the leader. They do not take the lead and wait for pioneers to take unknown risks or enjoy the fruits of innovation. Then they follow suit, and even outperform others.

The strategy is clear and precise, and it is easy to understand how the strategy guides behavior throughout the company. Marketers will pay attention to new products and new trends emerging in the market. When recruiting, the human resources department should give priority to hiring executors with good ideas and quick responses, rather than pioneers with strong creative abilities. Senior management will encourage employees to improve something rather than invent something.

Once the president tried to implement a business initiative of mobile banking. He firmly believed that this was the future development direction of the market. However, the cashier stood up and objected. We don’t want to be the first, why not wait for other competitors to do it first? How about testing the waters? We can pay close attention to what works and what doesn’t. This is the meaning of strategic clarity. Anyone can contribute to achieving the strategy and take the initiative to regulate behavior.

Many companies like to define strategy in an abstract and noble way, completely condensing the leader’s personal beliefs. This is like the way information was transmitted in the 1950s. The sender packaged and compressed the information and then transmitted it to the receiver. After receiving it, the recipient needs a tool to decompress it so that he can see the information inside. This method of communication is obviously ineffective strategically. A strategy that employees cannot understand cannot be put into action.

So what is a good strategy?

First of all, he must be specific and able to guide behavior.

Secondly, he must be unexpected, able to break common sense and be different.

Let’s look at a few examples:

Disney’s strategy: Make people live happily

Ford’s strategy: Let cars enter families

Starbucks’ strategy: Make every cup of coffee for customers

Watt’s strategy: We power industry, not make machines

IBM’s strategy: No matter how small a step is, Every big step must drive human progress

Alibaba: Make it easy to do business in the world

Tencent: Improve the quality of human life through Internet services

Baidu: Let people obtain information in the most equal and convenient way and find what they want

Let’s take a look at a few more high-profile ones:

Industrial and Commercial Bank of China: Work with sincerity and practice for a long time

China Construction Bank: Those who build well will achieve long-lasting achievements

Agricultural Bank of China: Facing “agriculture, rural areas and farmers”, serving urban and rural areas, repaying shareholders, and achieving success for employees.

Everbright Bank: ***enjoy sunshine, innovative life

Harbin Bank: inclusive finance, harmonious and prosperous

Shanghai Pudong Development Bank: new thinking, Serve with heart

Try using strategic goals to guide decision-making at work. If you can't, please rethink your strategy.