How can you communicate a good strategy statement?

1 Define your scope

The first element of a good strategy statement is the scope, or the domain of your organization's activities. This includes the products or services you offer, the markets or segments you serve, and the geographic areas you operate in. Your scope should be specific enough to differentiate you from your competitors, but broad enough to allow for growth and flexibility. For example, a scope statement could be: "We provide innovative and affordable solar solutions for rural households in Sub-Saharan Africa."

2 Identify your advantage

The second element of a good strategy statement is the advantage, or the unique value proposition that sets you apart from your rivals. This includes the benefits or outcomes you deliver to your customers, the capabilities or resources you leverage to create value, and the sources or drivers of your competitive edge. Your advantage should be relevant to your target market, sustainable over time, and difficult to imitate or substitute. For example, an advantage statement could be: "We use local materials and community-based distribution networks to offer reliable and cost-effective energy access."

3 Articulate your goals

The third element of a good strategy statement is the goals, or the measurable and attainable objectives that reflect your desired performance and impact. These include the financial, operational, social, and environmental indicators that you use to track your progress and evaluate your success. Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, a goal statement could be: "We aim to reach 1 million customers and reduce CO2 emissions by 50% by 2025."

4 Use simple language

The fourth tip for communicating a good strategy statement is to use simple and clear language that conveys your message effectively and efficiently. Avoid jargon, acronyms, and technical terms that may confuse or alienate your audience. Use active verbs, short sentences, and positive words that convey action, direction, and confidence. For example, instead of saying: "We leverage our core competencies to optimize our value chain and enhance our stakeholder engagement", say: "We use our strengths to deliver value and connect with our partners."

5 Tailor your communication

The fifth tip for communicating a good strategy statement is to tailor your communication to suit your purpose, context, and audience. Depending on your situation, you may need to adjust the length, format, tone, and level of detail of your strategy statement. For example, you may use a one-sentence summary for a pitch or a presentation, a one-page document for a report or a proposal, or a full-length document for a strategic plan or a review. You may also use different channels, such as email, website, social media, or video, to reach different stakeholders, such as employees, customers, investors, or regulators.

6 Solicit feedback

The sixth tip for communicating a good strategy statement is to solicit feedback from your stakeholders to ensure that your strategy statement is clear, relevant, and compelling. You can use various methods, such as surveys, interviews, focus groups, or workshops, to gather input and insights from your internal and external stakeholders. You can also use metrics, such as engagement, retention, satisfaction, or loyalty, to measure the effectiveness and impact of your communication. You should use the feedback to refine, improve, and update your strategy statement as needed.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?