I couldn't have said it better myself

Just wanted to share two great quotes from a terrific article: “Can You Say What Your Strategy Is?” by David J. Collis and Michael G. Rukstad in this month’s Harvard Business Review. The first is the teaser for the article:

“It’s a dirty little secret: Most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If they can’t, neither can anyone else.”

Although the article is discussing strategy statements I think this speaks to the vital importance of brand positioning and the all-to-common void of clarity in this area from the corner office on down the line. The second quote points to the solution by affirming the power of well-chosen words to act as a catalyst for brand alignment:

“A 35-word statement can have a substantial impact on a company’s success…. Spending the time to develop the few words that truly capture your strategy and that will energize and empower your people will raise the long-term financial performance of your organization.”

Can You Say What Your Strategy Is? by Collis and Rukstad, Harvard Business Review, Vol.86 No.4, April 2008

I love it!

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