Strategy – why words matter
The company’s new strategy is ready. The goals have been refined, the guidelines drawn up, and the charts polished. Now all that’s left is to communicate it to the organisation – but how? If the strategy remains confined to a PowerPoint slide or becomes just jargon among senior management, its impact is demonstrably weak. This is exactly where the strategy story comes into play.
A strategy story is not just a communication detail, but a critical part of strategy implementation. A well-articulated strategy does not remain abstract, but becomes understandable, inspiring, and personally relevant to the entire organisation. But what does that mean in practice?
1. Shared language from the very beginning
Articulating the strategy is not the task of a single communications professional, but a shared process for the entire management team. When the core of the strategy is crystallised together at the management level, it ensures that every leader understands it in the same way and can communicate it with a unified voice. If the management team uses different terms and emphases, the strategy can become blurred before it even reaches the staff’s awareness.
💡 Insight: Work on and practice the story and wording together. Try having each member of the management team briefly describe the strategy. Do the descriptions sound the same? If not, refine the message.
2. No jargon – just easy-to-understand words
The strategy shouldn’t be some kind of “insider code.” Overly abstract terms or overhyped slogans don’t inspire anyone. Employees should understand what the strategy means in their day-to-day lives: how it affects their work, decisions, and actions.
💡 Insight: Test the strategy’s message with your staff. Don’t hesitate to ask: “What does this sentence mean to you?” If the answer doesn’t match the intended meaning, the wording needs to be clarified.
3. Inspiration comes from a story, not just facts
A mere list of facts won’t inspire. People understand strategy best when it’s a story that evokes emotions and gives meaning to their work. How will the strategy change the company and the world, and how will it affect customers? What role can each person play in it?
💡 Insight: Use concrete examples and vivid analogies when articulating the strategy. Tell stories where the strategy is visible, tangible, and comes to life.
4. A consistent message for all stakeholders
Strategy isn’t just an internal matter for the organisation. It affects customers, partners, and other stakeholders. When the core messages of the strategy are carefully crafted, those same messages resonate with all target groups and build credibility, trust, and a brand and reputation aligned with the strategy.
💡 Insight: Keep the key messages of the strategy simple and repeatable. If a company employee cannot explain the strategy in a few sentences, the message needs to be clarified further.
Crafting the strategy statement is the first step in implementing the strategy
A well-crafted strategy statement is not just a slogan for the launch; it is a living, enduring guide that helps the entire organisation move in the same direction. When the statement is clear, inspiring, and consistent, the strategy doesn’t remain just words – it translates into action.
How is your company’s strategy phrased? Is the content understandable, inspiring, and consistent? Now is a good time to check whether the facts and words are in the right place, as they can also determine the success of the strategy.
