Webinar 201: Moving Beyond “By the Book” Strategic Planning: A Market-Driven Approach to Strategy
July 19 @ 2:00 pm - 3:00 pm
In the best of instances, strategic planning is a route to definition, clarity, focus, and integration. In others, it is a mystical and protracted exercise undertaken by a few, with limited or token input by consumers and workers in the trenches, that results in a dizzying array of strategies, objectives, and action steps, few of them terribly different than the status quo. Hopefully, most organizations fall somewhere in between and closer to the former, but the fact that strategy development is too often insular and ceremonial can and should be addressed.
Effective planning requires rigor and investment but need not be especially protracted or costly. This session suggests that a focus on three processes, pursued in an integrated manner, can produce strategic direction that allows an organization to thrive in the context of the realities in which it operates. The three are strategic engagement, marketplace analysis, and “Good to Great” analysis (assessment of the agency based on key elements of the book of that name by Jim Collins)—an unorthodox mix that can prepare an organization to discover what its constituents and the marketplace need for it to be and do. Participants will find these concepts defined broadly and will learn how to make the case for lifting them up to produce strategic direction that enables the organization to survive and flourish in the face of today’s—and tomorrow’s—realities.