‘Optimising Small Business Performance’
What is a Strategy Audit?
Strategies are ideas and information distilled into a plan of action that has at its core a set of choices that have been or should be made. Which customers, which markets, which technologies, and so on.
An audit is a post activity review of things that have happened, comparing the actual to the planned.
How do you audit a strategy? something that has not yet fully happened, that is a set of ideas and choices?
The funny thing about ideas, is that unlike physical things, they have the potential to get better with use, whereas “things” depreciate with use.
This paradox is at the core of the idea of a “Strategy Audit”
It becomes an interrogation of the assumptions, data, plans, capability assessments, and all the other stuff that routinely gets lumped into a “strategy” and most importantly, the fragile links that exist between these pieces of information.
People relate to brands, see them as having characteristics best described in human terms Whenever I have done research over 40 years in this game and sought to identify the elements of a brand, the one constant has been that human terms have been used to describe...read more
Not sure? I do not blame you, they have suddenly become very smart indeed. A few weeks ago I had a cause to submit a problem I was having with a web service via their website. A very helpful bloke came back to me almost immediately with a response, and we interacted...read more
Honing an elevator pitch is something we all should do, and many spend hours writing and practising a pitch, following one of the many templates around, most of which are similar. Grab attention. Describe the product. Articulate the benefit. All in 30 seconds. We...read more
There is the old story of the successful large business becoming an unsuccessful smaller one. Usually it is accompanied by stories of missed opportunities, poor strategies and a focus on cost cutting. The poster boy for this transformation in my personal experience is...read more
Albert Einstein was a great thinker, he changed the world, but he is not much associated with marketing & business. However, when you read through his various musings, he should be up there in the pantheon of great marketing thinkers like David Ogilvy, Seth Godin,...read more