Strategic Alignment Model

(This is an excerpt from my forthcoming book Simple is Sustainable)

Strategic alignment implies all strategic components and strategic decisions are aligned to optimize the business model and achieve the vision.

The Simple alignment model has three main components:

  • Business Strategy is typically the vision, mission, purpose, values, and strategic imperatives.
  • People Strategy is about articulating the Business Strategy to employees in terms they can understand and building a culture (normative Beliefs and Behaviors) that consistently produces the desired Performance.
  • Customer Strategy is articulating the Business Strategy to the customers in terms customers can understand and that will motivate them to try or purchase the product or service. It’s the Brand and Brand promise that create expectations.

Moment of Truth is the customer’s perception of what the brand and business stand for whenever the customer comes in contact with any employee. If the employee does not deliver the Brand Promise, the customer develops a negative perception of the company. It’s more damaging to break a Brand Promise than it is to not have one.

Leadership is required for the alignment model to work consistently.  Leaders define expectations, role model desired behaviors, and hold people accountable for performance.

See some of my other blogs for more information on related topics.