What’s the outcome that keeps you moving forward?

Everything in business comes with a cost and sacrifice and it’s not always smooth and easy. I think the road is paved with nothing but potholes and bumps, so you need to have a clear direction to start with, and that’s what a robust strategy will provide you with. First this will give you a direction that you are confident in and then you will be more willing to change and shift that direction. The direction has to have some way to anticipate change and cascade this strategy throughout the organisation. Those of us working directly with customers and witnessing their direct response to new products, services or innovations can then put these responses back into the strategy process.