What It Is & How to Build an Effective One

In the business world, professionals are obsessed with tactics because they can help them achieve their short-term goals. But if all you do is focus on the short term, you won’t spend enough time or energy figuring out how you can be successful in the long run.

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Fortunately, building a strategy can help you achieve your short- and long-term goals. The strategy focuses on principles, which help you think, rather than tactics, which help you execute, so it allows you to focus on why your company does certain activities, not just how you do them or what. fire. Read on to find out exactly what a business strategy is and how you can create an effective one today.

Your business strategy should be based on your overall vision of the company. For some brands it will be an expansion of the global market. For others, it may be more important to double investment in existing markets where they are already successful. Regardless of your ultimate goals, creating an effective business strategy will require thorough prior research.

1. Identify the aspirations and values ​​of your business.

In business, traditional goal setting allows you to measure what you do, but it doesn’t serve to assess how you do it or why. And if you only focus on results, it can sometimes encourage you to take a course of action that prioritizes the needs of your organization over the needs of your customers.

To help you focus more on your purpose and process rather than just your results, consider setting and anchoring an aspiration or vision for your business in the future when creating your business strategy. ; it will inspire you to do a job that serves you better. your customers. Once you’ve set an anchor to an aspiration, you can add your goal to the equation, which will help you produce client-centered work and achieve your numbers simultaneously.

Development of a business strategy infographic

2. Carry out a self-assessment.

Once you’ve figured out your business aspirations and values, it’s time to conduct a self-assessment to help you assess the best avenues for business growth and success.

You can do this by doing a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats to your business. What do you do well and how can you take advantage of it? What can be improved and how?

3. Identify which segments of your market you want to capture.

Your product or service may not be the most appropriate for your entire market, so it is crucial to identify the segment or segments of your market that benefit most from your product or service.

Customers who really need and want your product or service are also customers who keep longer and are less likely to lose, increasing your customer’s life value and reducing customer acquisition costs.

4. Determine how you will win your competition.

Ricky Bobby’s legendary saying that “if you’re not the first, you’re the last” doesn’t necessarily apply to the business world, but it does have some relation to it. Your customers won’t buy two of the same products or services, so if you want to capture as much of your market segment as possible, you need to put yourself first in the minds of most of your target customers.

Some of the best ways to stay ahead are to create a creatively refreshing brand, differentiate your product or service from the rest of the crowd, and set the price of your product based on its perceived value.

5. Set clear goals.

Now that you’ve completed your research and established a vision for your business, it’s time to set some goals for yourself.

Think about what you want to achieve and work backwards to find out the steps to get there. Setting business goals will help you inform your strategy and how each department collaborates to achieve your goal. To get started, you can reach:

  • Business objectives: These are high-level goals that you would like the organization as a whole to achieve.
  • Objectives of the department or team: These are key department-level delegated goals to help the organization achieve its overall goals.
  • Specific employee objectives: Using departmental goals, set goals for individual employees to contribute to achieving business goals.

These cascading goals will ensure that all stakeholders involved in executing your business strategy are on the same page and properly aligned.

6. Make a plan.

With your business goals set, it’s time to make a plan to achieve them. This plan should include actionable tasks that your team can perform and should describe the steps needed to achieve your mission or goal.

This plan can be implemented as a short or long term plan or a combination of both. Plus, you’ll want to check your plan often to make sure everything is on track and make the adjustments your company requires.

7. Find out what skills are needed to beat your competition and maintain the success of your business.

Unfortunately, passion is not enough to beat your competition and climb to the top of your industry. Talent and skill are just as crucial. Depending on your aspirations, goals, and market, you need to figure out what types of teams and employees you need to develop and hire not only to beat your competition, but also to maintain your success.

For example, you may need to hire more engineering staff or hire an experienced data science team in your niche to achieve your goals.

8. Decide what management systems are needed to perfect these competencies.

If your business is a team, your managers are the coaches. They are responsible for developing, supporting and inspiring your employees to do the best job possible.

Establish records with your team to make sure both employees and managers have what they need to succeed. Invest in technology that allows your team to work together more efficiently and drive your business goals. Because no matter how much talent your employees have, they will never reach their potential and in turn will help the company reach its potential if they do not perfect the skills and discipline needed to compete and succeed.

9. Measure your results.

It’s not enough to set goals and wait for things to work. You will need to actively monitor your progress if you want to achieve greatness. As mentioned above, you should review your plan monthly to make sure things are working as they should.

Evaluate your metrics to make sure your computer meets the Key Performance Indicators (KPIs). If they don’t meet them, find out why and find a solution to get things back on track.

10. Be flexible and willing to adapt.

In addition to measuring results, it’s also good to examine where your strategy is falling short and make changes.

Do your industry changes or external factors affect your current strategy? This can be an opportunity for you to adjust your approach. Your plan is your roadmap, but it should also be flexible enough to turn around your business.

11. Consider hiring a business strategy consultant.

If all of the above steps seem overwhelming and you have the resources, consider hiring outside help. Business consultants can provide guidance and training to help you achieve your business goals.


  • Expertise: Consultants usually have a narrow focus area, that is, when you hire one, you get an expert in your selected field. They can help you create a framework or structure that aligns with your goals. They can also add a different perspective to address issues that your team has tried and failed to resolve on its own.
  • impartial: Because a consultant is not an employee of your company, you are not hampered by existing views or tradition and can look at your company with new eyes. This makes it easier for them to delve deeper into your goals and the best strategy to achieve them.


  • Car: Hiring a consultant is certainly an additional expense and will probably cost more than paying an existing employee.
  • No guarantees: Although consultants are experts, they do not come with guarantees of success. They have no guarantee of achieving a certain performance metric or number of sales. However, you can always consult consultants by asking for recommendations, consulting references, and examining your work history.

Hiring a business strategy consultant is a great option if your team has been struggling with the above steps without success. A third party may collect information about the company that you may have missed.

Principles on tactics

We live in an age where the Internet is overloaded with advice. You have access to countless tips and tricks that can help you create a successful business. But without the ability to think critically about whether these tips and tricks really apply to your specific situation, you will never achieve long-term success.

That’s why strategy is so important. It bases your business on principles that can be applied to almost any situation and, in turn, helps you achieve your short- and long-term goals.

This article was originally published in May 2019 and has been updated to be comprehensive.

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