The biggest cause of slow growth - 2022
Updated: Oct 8, 2022
TL;DR: Develop detailed positioning strategies to win in the market
Positioning strategies that aren't detailed enough will contribute to disappointing go-to-market execution caused by siloed product, market and sales team misalignment.
Let's target reliable growth
Answer this: Does positioning come before company strategy is signed off, or after? Who articulates how your strategy comes to life in the market?
Making company strategy into something actionable at the tactical level requires a detailed positioning. Most companies have a positioning document, but one that is often insufficiently developed to be actionable at an executional level.
This is called emergent strategy, a situation when alignment and incentives between senior leadership and executional teams diverges.
Let's begin with a story
Positioning and strategy isn't shared at a resolution that prevents varied interpretation. Executional teams instead allow day-to-day constraints and tradeoffs to direct the hundreds of micro decisions and activities that happen in a day. The strategy isn't executed.
Goals are missed.
No one can "know" what to do next.