Don’t Confuse Strategy with Lofty Goals

The strategy of most companies is a set of ambitions and platitudes. Employees are left in the dark by that mode of communication. Communication about strategy is about explaining what the choices are and why they were made.

The strategy of most companies is a set of ambitions. In its annual report, a major European multinational said: "The key elements of our strategy are to continue our focus on delivering operational excellence, leverage the benefits of ourintegrated model, reinforce our technological leadership and make intelligent and disciplined investments." A U.S. operator stated that it was based on four pillars: winning with customers, leading with our culture, expanding our network and maximizing our performance.