Some business leaders sometimes ask "why strategy – everything changes so quickly anyway?" . And yes, the changes are moving fast, but all the studies also show that the companies that have a plan are more successful than those without.

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We can compare it to traveling.

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If we want to travel to Rome, the plan to get to Rome is quite different depending on whether we are coming from Copenhagen or Beijing. If we don't know our destination or our starting point, it's difficult to plan our trip. After we've planned our trip and left, we may decide that we don't want to go all the way into the center of Rome. Something unexpected has happened - there's a heatwave.

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What do we do? We adjust the itinerary slightly and head to a suburb of Rome. So even though some changes happened that meant we didn't make it to the center of Rome, we still had a goal and a starting point that allowed us to adjust the plan. The same is true when you're running a business and the travel metaphor describes why strategy is important.

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It is important to have a strategy that

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• provides a direction (preferably a larger goal) we can lead from

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• address the strategic opt-outs and set the framework for priorities for actions/projects;

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• which is balanced and takes into account both external and internal conditions as well as various stakeholders'

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• is agile and that can be adjusted continuously as things develop around us

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• have been translated into concrete activities to act on the strategy

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• can be easily communicated to everyone both internally and externally

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Thanks to MakeMyStrategy™ we have moved as a company

Nichlas Hassing

Co-founder & Creative Business Director

BricPro

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