“Companies that don’t have a simple and clear statement of strategy are likely to fall into the sorry category of those that have failed to execute their strategy or, worse, those that never even had one. In an astonishing number of organizations, executives, frontline employees, and all those in
between are frustrated because no clear strategy exists for the company or its lines of business. [Conversely], a well-understood statement of strategy aligns behavior within the business. It allows everyone in the organization to make individual choices that reinforce one another.” -- David J.
Collis and Michael G. Rukstad, Harvard Business Review, April 2008