Field

Direction.

What takes priority now, and what gets stopped for it?

First I check whether the goal still holds. The planning comes after.

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Situations

Sound familiar?

Projects“We’ve got lots of good projects running at once. None of them ever gets finished.”
Goal“We just don’t get any closer to our goal.”
Plan“Marketing, sales and the agency each have a plan. Nobody says which one counts.”
Investment“The investment is coming up. It might tie up money we need elsewhere.”

What is different afterwards

  • Everyone knows which plan applies when two contradict each other.
  • What has been stopped no longer costs time.

Projects

Set the next stepStrategy consulting. Before the next project starts.Sharpen the positioningPositioning consulting. Before the next claim gets written.

Decisions

Decisions made here include, for example:

  • Which running project gets finished first, and which one gets put on hold?
  • Do we grow in the existing market or in a new one?
  • What will the business stand for in three years, and what explicitly not?
  • Which plan applies when marketing, sales and the agency contradict each other?
  • Is the investment worth it, or does it tie up money that is missing elsewhere?
  • Do we take on the big order that doesn’t suit us?
  • A second location, or make more of the first?
  • What do we stop doing so the important things get room?
  • Who may start a new initiative, and who stops it?
  • How will we see in a year whether the direction is right?

Is one of these on your desk?

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Decided

“Everyone is empowered to do everything, and now our core direction is disappearing.”

Everything follows the core path. Whatever deviates is dropped.

Found: Several service providers had reinterpreted the core one after another. Nobody knew any more what success was measured by. Posts, products and visuals each said something different.

The team is trained on the core path. Posts, products and visuals now come as if from one hand.

Position

A short text in which I take a stand on this field:

Everyone has a plan. Nobody holds the direction.The pipe sits neatly in the wall. Exactly where the door is meant to go three weeks later.

Conversation

Tell me what is coming up.

Twenty minutes, free of charge, nothing to prepare. You describe your situation, I tell you whether and where I would start. You know what a format costs before we begin.

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How the call works