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Step 6: Strategy strap-line

  • This should capture the essence of your strategy in <35 words
  • Take out any jargon, make it crisp, succinct and compelling
  • The acid-test is once developed, everyone in the company should be able to repeat it and get it right
In summary, without a clear, well thought through strategy that sits within the context of a Mission, Vision, Values and Business Plan, you will have no-clue where you are going (and nor will anyone that works for you) and your probability of survival is less than 50 per cent.

Mike Lander, is a Director and co-founder of www.ensoul.co.uk , business consultant and writer.