Mind the strategy execution gap.
Set your strategic initiatives up for success.
How strategic is your delivery? All too often, initiatives drift from their original intent. Mandates passed down from leadership get lost in translation. Projects that start with the clearest of goals lose focus from strategy to execution.
There’s a framework for strategy execution–the four Ps of portfolio, program, project, and performance management. Each is important and generally self-apparent. The challenge is in the interplay of the four. Clear and consistent communication is the key to keeping everything on point.
Let’s take a look at three communication principles and how they keep teams aligned.
Use your words
Organizational strategy, communications strategy, digital strategy – notice the repetition? If you’re charged with leading a digital initiative, it’s not uncommon for all three to factor into your strategy execution. Each has distinct attributes. Yet, when everything sounds the same nothing stands out.
Clearly define the distinct attributes that you are referencing rather than their generalized categorization.
Organizational strategy – More often than not organizational strategy will include some level of purpose, mission, vision, and business goals. Refer to these by name.
Communications strategy – A communications strategy will likely have either thematic priorities or discrete actions that support the established business goals. Refer to these by name.
Digital strategy – Key performance indicators that have been defined to chart an initiative’s performance are likely tracked in a measurement plan. Refer to these by name.
Repeat what’s important
By the time an initiative reaches the execution stage, there are often reams of reference documents from all previous stages and all levels within the organization. What are the anchor artifacts? Filter out what isn’t essential and repeat what is important.
North Star – What is the essential statement that underpins the initiative? Could be the organizational vision, a digital vision, or a clearly defined goal. Repeat often.
KPI – What is the most critical indicator that the initiative will be measured against? Repeat often.
Status – What was the previous step? What is the next step? Repeat often.
Repetition can feel redundant, but it’s critical in avoiding unspoken assumptions.
Communicate up and down
Digital initiatives often support decisions that were made long ago. Communicating to leadership that initially set the stage, stakeholders whose buy-in you need, and team members transitioning in are all important.
Bring together the high notes from the past, present, and future to quickly keep everyone up to date.
Past – What are the anchor artifacts? Aggregate them.
Present – What is the current status? Add it.
Future – What will be the impact of the initiative? Hype it.
Strategy execution can be challenging. Following these communication principles will keep your engagements on track as they are passed from team to team and phase to phase.