Strategy often stumbles because it’s complicated, confusing and difficult to recognize. If you want a great read about the history of the ice cream truck, check out Michael’s article. It may challenge you to create clear and compelling strategic messages for your business.
Strategy that focuses on helping customers, creating value, or enabling people do something better or different than they did it before, is a solid foundation for an emotionally compelling strategy.
Leadership teams fall short of their strategic ambitions, in many instances, because they settle for strategy authorship, rather than strategic ownership. Just because a leadership team has created strategy (authorship) does not mean they and the organization own it.