For example, one insurance company—let’s
call it National Insurance—developed its first
balanced scorecard to create a new vision for
itself as an underwriting specialist. But once
National started to use it, the scorecard allowed
the CEO and the senior management
team not only to introduce a new strategy for
the organization but also to overhaul the company’s
management system. The CEO subsequently
told employees in a letter addressed to
the whole organization that National would
thenceforth use the balanced scorecard and
the philosophy that it represented to manage
the business.