implementation as most organizations have great difficulty communicating and coordinating across these specialty break through this barrier. Executives replace formal reporting structures with strategic themes and priorities that enable a consistent message and consistent set of priorities to be used across diverse and dispersed organizational units. New organization charts are not necessary. Business units and shared service units become linked to the strategy through the common themes and objectives that their scorecards. Often, ad hoc organizations emerge to focus permeate on scorecard strategic themes. In all cases, successful companies use the Balanced Scorecards in a coordinated manner across their organizations to ensure that the whole exceeds the sum of the parts. Principle 3: Make Strategy Everyone's Everyday Job The CEO and senior leadership team of the adopting organizations we studied could not implement the new strategy by themselves. They required the active contributions of everyone in the organization. We refer to this as the movement of strategy from the 10(the senior executive team) to the 10,000(everyone in the company). How do you move strategy from the boardroom and thus to the front lines of daily operations and customer service? Strategy Focused organizations require that all employees understand the strategy and conduct their day-to-day business in a way that contributes to the success of that strategy. This is not topdown direction. This is topdown communication. Individuals far from corporate and regional head quarters at the oil refinery in Texas, at the gasoline station in New Hampshire, and at the claims desk in Des Moines are the ones who will find improved ways of doing business that will contribute to achieving the organization's strategic objectives. Executives use the Balanced Scorecard to help communicate and educate the organization about the new strategy. Some observers are skeptical about communicating strategy to the entire organization, fearing that valuable information could be leaked to competitors. To this criticism, Mobil's Brian Baker responds: "Knowing our stry will do them little good unless they can execute it. On the other hand, we have no chance of executing unless our people know it. It's chance we'll have to our strategy take.