你的战略是否有持续性最新完整版本.pdf

Strategy

DoesYourStrategyHavea

Spine?

byRitaGuntherMcGrath

June29,2022

HBRStaff/RocCanals/Logan/GettyImages

Summary.

Toclarifytheirstrategyandcommunicationaroundstrategy,

executivesshouldcreateasimpledocumentcalledastrategyspine.Theyshould

beginbyimagining,asiftheywereanindependentreporter,theircompanyabout

fiveyearsintosuccessfulfuturemore

Foralltheinkspilledontheconceptofstrategy,itcontinually

provestobeasurprisinglyslipperyidea.Inpractice,leadersoften

struggletodefineandcommunicatestrategiestotheirteam.In

their2008article,“CanYouSayWhatYourStrategyIs?”David

CollisandMichaelRukstaddon’tmincewords:“Mostexecutives

cannotarticulatetheobjective,scope,andadvantageoftheir

businessinasimplestatement.Iftheycan’t,neithercananyone

else.”

Here,I’mgoingtodescribeadocumentthatyoucanthinkofasa

bridgebetweenyourstrategyandtheseeminglyendless

communicationsyouneedtomaketogetvariousstakeholders

comfortablewithbackingit.Icallita“strategyspine”becauseit

describeshowthestrategytranslatesintospecificflowsof

resources.Muchasyourownspineservestotietogethermany

differentpartsofyourbodytocreatecapabilityformovement,a

strategyspineshowskeystakeholdersexactlyhowallthepieces

fit.

BackfromtheFuture

Beforeyoucanstartbuildingyourstrategyspine,youneedtobe

clearonobjectives,scope,andkeyadvantages,for,say,afive-to-

six-yeartimeframe.AnexercisethatIrecommendisforthose

whoareinvolvedwithcreatingthestrategytowriteastoryfrom

thefuture.Writeitasthoughanadmiringreporterforaleading

publicationinyoursectorweretellingthestoryofyoursuccess.

Whatwouldthatworldlooklike?Whatexperienceswould

customersbehavingthattheywouldbewillingtopayfor?Which

ecosystempa