When Shifting Strategy, Don’t Lose Sight of Your Long-Term Vision

When introducing new strategies in response to the ever-changing business landscape, executives need to align them with the company's "vision" Employees, shareholders, and customers lose confidence when vision and strategy are at odds. To achieve this alignment, executives need to evaluate whether proposed short-term strategic shifts are in line with the long-term vision and resist the pressure to those strategies that run counter to it.

It is best not to introduce new strategies too often because of the time and effort it takes. There are times when short-term strategic changes are unavoidable. The need to respond to calls for social change is one example.