|
Useful
resources
Where strategy &
performance meet:
White papers,
case studies, advice and tips
Case
studies & newsletter
strategic thinking Blog
Our
blog
Free Download
Making the case: Evidence
supporting the Balanced Scorecard
as a Strategic
Performance
Management tool..
Communicating
Strategy
Published by Gower
All information
Copyright ©Excitant Ltd 2003-2007
|
|
Contrasting Strategic Learning
with Traditional Strategic Planning
"The ability to learn faster than your
competitors
may be the only sustainable competitive advantage."
Arie de Geus
What are the benefits of strategic learning over traditional planning?
This page contrasts traditional strategic planning with strategic
learning. They have much in common, and both put emphasis
on the quality of thinking and planning as well as execution.
However, strategic learning allows to to get those benefits quicker.
Traditional Strategic Planning:
Design the strategy,
then execute it.

|
Strategic Learning: Continuous design,
communication, testing, learning and evolution

|
Strategic thinking and planning happens once a year
-
A lengthy period of strategic analysis,
probably once a year, leads to decisions and detailed
planning.
-
Strategic planning tends to be exclusive.
It is done by a small group, over a fixed period, once
a year.
-
Long decision making processes. You
have to be sure you are doing the right thing, but spending
too long deciding can mean it will be wrong or too late
by the time you actually do it.
-
From many choices you implement a single choice
and stick with it. Other choices are tested in theory
rather than practice.
-
Strategy treated as fact that must be true.
And it will remain true for a long period.
|
Strategic thinking and planning happens throughout the year
-
Much quicker from strategic analysis to action.
An initial hypothesis about the market is created. It
is tried, tested quickly, and the feedback is assessed.
-
Strategy can be more inclusive, gathering
more information as it is implemented, continuously through
the year.
-
Shorter decision making periods. You
can steer the ship more responsively. You still
look for facts and evidence to make decisions but try
thing out, and throw them away or make them happen, in
a much shorter timescale.
-
From many choices you can try the best options,
discard those that don't work and push hard on those that
are most successful.
-
The strategy is treated as a belief (hypothesis)
that needs to be tested. If the feedback tells
you that it is wrong, or things have changed, then it
needs refining or changing. If you fail to, you create
problems in the organisation.
|
Testing of the strategy, only during planning.
-
Strategy is tested in the design process.
Once implementation started it is not tested formally
again.
-
Changes in strategy are large corrections.
These occur after the strategic planning process is completed.
-
Strategic assumptions, beliefs and hypotheses
are embedded in the strategic plans. They tend not
to be made explicit and are not regularly reviewed and
evaluated.
|
Testing of the strategy, during planning and implementation.
-
Strategy is tested in both the
design stage and the assumptions, policies beliefs
are re-validated and tested as the strategy is executed.
-
Changes in strategy can be either large
corrections or more likely are incremental refinements.
large corrections occur when they are necessary, not at
the end of the financial year.
-
Strategic assumptions, policies and
hypotheses are made explicit. They are regularly
reviewed in the light of new information. If they change,
then the implications for the strategy are reviewed and
the strategy is refined and re-communicated.
|
Annual budgeting
-
Budgets are created once a year (ideally
towards the end of of the planning process).
-
Budget revision: They are not revised
as the year progresses.
-
Budgeting is a detailed and complicated
process. It requires a detailed view over long time horizons.
-
Budget assumptions may not be made explicit
(or even mislaid in the budgeting process). Therefore
someone picking up a budget has to try and work out why
the money is allocated as it is.
-
Budget to strategy: Some organisations
even fail to connect their budgets to their strategy.
-
If external factors change, the budgets
tend not to get revised.
-
People are criticized for failing to
achieve their budgets at the end of the year.
-
Budget game playing can occur.
The budgeting process is politicised.
|
Rolling (continuous) budgets
-
Budgets are detailed over the next 6
months, and become less detailed as the planning horizon
extends out. They are refined and revised revised
as the year progresses and more information is gathered.
-
Budgeting is a detailed and complicated
process.
-
Budget assumptions are made explicit
(and embedded in the budgeting process). Someone
picking up a budget can see where changes occur and why.
-
The budgets are directly connected to the strategy
and the resources needed to implement it.
-
As external factors changed, budgets
are revised.
-
People's budgets get refined as the year progresses.
They get criticised for missing budgets that are in their
control, not due to factors outside their control.
-
Budget game playing is replaced by discussion
and understanding of the strategy and its implementation.
The budgeting process is de-politicised.
|
Management focus and meetings
-
Management meetings focus on operational
issues.
-
Information is reported and shared in
the meetings.
-
Time in meetings is spent diagnosing
what is wrong and assessing the quality of information.
-
Focus is analytical, control and silos.
-
Little delegation: Staff reporting
to the management team are focused on delivering operational
information. There is little delegation (as the
managers are operationally focussed and controlling things).
-
Little delegation of responsibility.
-
Little strategic review: Questions such
as, "Is our strategy still working" and "Are
our assumptions still valid" tend to get ignored.
-
Internal focus: Management meetings
are focused on internal information, associated with operations
and implementations, to the exclusion of external
and environmental factors.
|
Management focus is learning from the strategy
-
Management meetings concentrate on whether
the strategy is working, ensuring resources support the
changes you want, and whether people understand the what
they are trying to achieve.
-
Information is reported and shared between the
meetings. Time between meetings is spent ensuring
the information is correct and diagnosing what might be
going wrong.
-
Time in meetings is is focused on getting
agreement to what (we collectively) need do about it.
-
Focus, is cause and effect, diagnosis
and learning and we, collectively, doing something about
it.
-
Increased delegation and responsibility
as the managers are concentrating on the bigger issues,
or exceptions, whilst trusting their staff to manage the
operational details.
-
Internal and external focus: External
information is gathered to compare with the internal.
Managers are sensing the external environment for information
that suggests the strategy is working, or triggers that
suggest the external environment is changing.
|
Performance contracts
-
Set at the beginning of the year, individual
performance contracts are fixed at the beginning of the
year and evaluated at the end, whether the objectives
have changed or not during the year.
-
Bonuses awarded on achievement of the
objectives from 12 months ago.
-
Tend to focus on outcomes, not attitudes,
skills and knowledge.
|
Performance contracts
-
Set at the beginning of the year and refined as the year
progresses.
-
Bonuses tend to share the overall earnings,
based upon relative performance and achievement.
-
Increased emphasis on development: skills,
knowledge and contribution to learning as well as outcomes.
|
Strategy gets
communicated at the start
-
Strategy and planning gets detailed in plans.
The plans have to be translated in a way that people can
understand.
-
This strategy gets communicated and
executed, as a one off at the start of the year.
-
Large strategy documents and plans,
hard to change and re-communicate.
-
Executives end up with 100 page strategies and
plans. Separate exercises are needed to
translate teh strategy and plans into something that can
be communicated.
-
As feedback is gathered plans remain as they
are because they are too difficult and monolithic
to change.
-
It is hard to communicate changes in the strategy
as the year progresses.
|
Continuous communication
and refinement
-
Strategy still in plans, but also in more people's
heads.
-
Plans are thinner and lighter, focusing
on what matters and assumptions, (rather than lengthy
justification of single strategic choice).
-
Plans easier to communicate. Becuase
they are designed to document teh startegy quicker, yet
more thoroughly, they are easier to refine and re-communicate.
-
The Chief Executives of some of our clients carry
their strategy on only three pages. They can
explain it, in detail, in 5-10 minutes.
-
As feedback is gathered, plans and budgets are
revised, the refinements to the strategy are
communicated and its execution monitored.
-
It is easy to communicate changes. As
the refined strategy is communicated to people, they know
and understand what has changed, why and what to
focus on now.
|
Important note:
-
We are not saying that strategic analysis and planning
is a waste of time. On the contrary, it is important: but,
so is action.
It is a question of balance. As Napoleon said, "I
care nothing for plans: But Planning is vital."
-
In reality these are not alternatives.
The strategic learning always happens. The market
and environment changes, competitors evolve, merge
and emerge. The things that you do in the market
affect it and so the market reacts and changes.
-
The question is, are you learning from it?
-
Only YOU are standing still. You
can choose to ignore these signals and carry on
with the strategy, but we all know companies that
have done that.
-
Is the classical approach to strategy working for you?
Could it be better?
-
And, what can you do about it? How can you become
more responsive and learn more quickly?
|
What next?
You have looked at the website, you obviously are
trying to solve a problem, so what are you going to do?
|
|
|
Topic areas
Beyond Planning & Strategic
Learning
( In this site)
Communicating Strategy
(Site for the book)
Strategic Performance Management
(Excitant main site)
|
|