"Can everyone in your company recognize your strategy? Will they know when they have achieved it? More importantly, will you? Will your shareholders? Can you say with certainty that the strategy from your organization's “oracles” is neither vague nor cryptic? Does your strategy provide a well-defined path, clear milestones, and an easily identified destination to ensure that everyone knows when they have arrived?

As companies move forward and are faced with the emergence of new technologies, business models, the realization of globalization, and the integration of emerging factors like Web 2.0 and Millennials, traditional methods of defining and conveying corporate strategies are quickly falling by the wayside. Decreasing the gap between yourself and your customer is the key to insuring you can provide them with the experiences they expect. We all agree that the changing pace of business requires quicker response times and greater organizational effectiveness. This reality only increases the need to insure everyone in your organization can recognize and understand your strategy, something that is key to any strategy's internal alignment and success."

Article citation: Matthew Holloway, (2009) "How tangible is your strategy? How design thinking can turn your strategy into reality", Journal of Business Strategy, Vol. 30 Iss: 2/3, pp.50 - 56