The market environment within which all businesses operate changes constantly. Each business organization must be prepared to change as well, either reactively or (preferably) proactively. When all organizational resources are aligned with strategy the organization is better prepared to utilize resources efficiently and effectively to adapt to changing circumstances. This is particularly true with social resources (people). If people are not fully aligned with strategic direction an organization has a tendency to become unfocused; struggling with conflicting priorities and mismanaging resources. Effectively establishing that strategic direction, however, requires more than the completion of a written plan document, no matter how well thought out that document may be. Effective strategic alignment requires the careful blending of well–defined organizational goals with operational procedures and personal skills to achieve efficient and effective work flow. marketing-board-strategy Before creating a strategic direction it is most important that leadership has a clearly defined and well communicated vision for the future of the business. The formalization of an effective business strategy begins with visionary executive leadership. Visionary leaders are not prophetic; they simply understand the importance of exercising forethought, which they know to require all of the following: a willingness to carefully and objectively consider the business environment as it exists today the anticipation of the continually evolving needs of their customers, and those of their customers’ customers consideration of the needs and aspirations of all parties having an interest in the future well-being of the organization a thorough understanding of necessary internal organizational competencies, and how those competencies relate to the demands of the marketplace an ability to visualize internal organizational change as a process of ongoing, managed innovation

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