Creating Strategy Doesn’t Need to be Hard

Strategic planning is the single most important thing I do every day. Whether it is for my company, my clients or one of the nonprofit boards I sit on, nothing is more satisfying (or important) than creating a strategic road map to ensure the entire organization is focused on the path to success.

For nearly two decades, Curley Company has done strategic planning for large, medium and small companies and organizations. In doing so, we have seen it all and honed our strategic philosophy into four core tenets:

• Start with the goal. When creating a strategic plan, we always ask first about the ultimate goal. Not the goal of the campaign or initiative we are planning, but the overall company goal. What does success look like? Everything we do needs to further this goal and keeping it top of mind is how we focus on what is most important.

• Find balance between the big idea and scrappy execution. Time and money are the two most precious resources we have and allocating them is a key piece of any strategy. We seek balance between the inspiration of a big idea and the necessity of scrappy execution–our strategic plans usually include both. We treat our client’s money as if it was our own and spend smartly, but when it matters, we make the case to invest in the big idea.

• Be nimble. Strategy is fluid and a good strategist regularly evaluates what is working and what is not and is willing to make changes to get back on track when necessary. Don’t create a strategy and put it in the drawer, it should be a fluid document that evolves as you do.

• Don’t create strategy in a vacuum. Brainstorm with your team, ask for help when you need it and socialize your thinking with the internal stakeholders who will be instrumental in your success. Bring in your big thinkers. Include those charged with execution. Collaboration will just make your plan better.