Misaligned Strategy and Purpose – How Companies Fall Down

One hand is pulling out a block from a Jenga game tower to show how important strategic clarity is in the moves you make

Corporate leaders agree…to win, organizations need to be sure their business strategy aligns with their greater purpose.

This sounds simple but the challenge is in the details. As in the game of Jenga, every move you make counts. As a leader, you need to build a stable base (a meaningful purpose) and have a thoughtful plan (a clear and compelling strategy) to keep making the right moves to build your business, not undermine it.

Here’s what we mean.

A Meaningful Purpose

Think about your organization’s fundamental purpose. What are you truly trying to achieve as a business? Your purpose is not just about increasing revenue. That’s what every business needs to do stay alive. The purpose of your business should be specific to what you do and why you exist. Its view is long-term and unchanging. The best purpose statements inspire your employees to do good work and point toward the impact on the lives of those you serve.

For example, Amazon, the largest online retailer in the world, ruthlessly follows their mission to “strive to offer customers the lowest possible prices, the best available selection, and the utmost convenience.”  As an Amazon Prime customer I can attest that Amazon follows through on this purpose.  Amazon makes it clear who their customers are and how they intend to improve their customers’ lives. The purpose is simple, focused and motivational.  At LSA Global, our mission is to “create a competitive advantage through people.”

Business Strategy

Strategic clarity, the first step in getting aligned, accounts for 31% of the difference between high and low performing organizations.  Done right, your company’s strategy should ruthlessly guide the choices you make about where you invest, win and fulfill your organization’s purpose. The key is to ensure that your company is 100% aligned behind your purpose in the way it thinks and behaves.

It should not be surprising that aligned companies and teams consistently achieve higher performance, but our recent organizational alignment research results blew us away. Based upon 410 companies across eight industries, highly aligned companies grow 58% faster and are 72% more profitable while outperforming unaligned companies at these rates:

  • Customer Retention 2.23-to-1
  • Customer Satisfaction 3.2-to-1
  • Leadership Effectiveness 8.71-to-1
  • Employee Engagement 16.8-to-1

As a leader, you need to make sure your strategy is understood, believable and implementable enough for your unique situation and purpose.

The Bottom Line

Syncing your strategy with your purpose is a smart first step to getting aligned and outperforming your competition.

To learn more, download How to Ensure Your Strategy is Clear Enough to Act

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I’ve been associated with LSA for the last 8 years and have found them to be an extremely professional, well managed full service training organization. Since working with LSA, I’ve participated in a number of solutions ranging from Performance Management to Assertiveness Training – I’ve found that the quality of the resources is superior. They are well prepared and have definitely done a considerable amount of pre-work in order to customize our culture and business into the total learning experience – making it most beneficial for our employees.

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Over the years, both at 3Com and now at Redback, I’ve found LSA Global to be a valuable resource. The recent compliance program that they delivered for Redback’s executive and management team was the right solution, of the highest of quality, and customized to our business and culture. I would highly recommend LSA to any company looking for top quality solutions.

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Vice President of Human Resources

We engaged LSA to design and deliver a 6-month custom executive coaching program for a group of our key leaders. The focus of the program was to help a core group of senior leaders to leverage previous investments in management training, to ensure the engagement and retention of key employees, and to push critical strategic initiatives forward. Even with the high expectations of our senior people, LSA has completely exceeded our expectations. I would recommend them to anyone looking to create and implement a custom coaching methodology using proven tools to drive true change.

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Susan Anderson
Workforce Planning Bureau

LSA’s approach and ability to bring the best resources to eBay has been a great asset. They really focus on helping us succeed in any way they can and are very flexible in meeting our management and talent needs.

Mike Normant
Learning & Development

ebay

For our go to training outsourcing partner, LSA provides exactly what we want. As always, they deliver outstanding work!

Elizabeth Siebert
Director, Organizational Excellence & Development

Intuit

We partnered with LSA to pilot a customized behavioral interviewing program to help ensure that we continue to hire the best and brightest as we continue to rapidly scale. LSA’s ability to understand our business and our unique culture combined with their desire to ensure that the best practices framework truly fits our performance environment and is highly adopted by our people is a real blessing. Most other firms want to just ‘give you training.’ Not LSA, they are focused on helping me hit our hiring forecasts and attract A players.

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Director of Global Recruiting

AKQA

We have worked with LSA Global for our learning and development needs and have always had great success. They helped us recently with customized Management Workshops that we held for the second time. It was fantastic, and I would highly recommend LSA to anyone that is attempting to get immediate and impactful improvements.

Mary Johnston
HR Manager, BU Radiology Informatics

Thank you to LSA Global for their partnership and support in helping us to design and roll-out our valuable management development training program. I personally have partnered with LSA Global at four of my previous companies. It continues to be a delight working with LSA. We look forward to partnering with them at Blackhawk Networks for future training and consulting needs.

Suzanne Kinner
VP Human Resources

Blackhawk Network

LSA provided top notch solutions right when and how we needed them. They exceeded my expectations from a speed, quality, and cost standpoint. I recommend them to anyone looking for a true business partner in the Learning and Development arena. The breadth and depth of their expertise has helped us hit tight deadlines across multiple projects.

Fortune 500 Financial Services Company
Director of Infrastructure & Technology

We partnered with LSA Global to help us invest in our people in the areas of performance coaching, diversity, and inclusion. They focused on helping us succeed and were very flexible in meeting our specific needs. LSA Global exceeded my expectations from a speed, quality, and value standpoint. I would recommend LSA Global to anyone looking for a true business partner.

Anita Luckinbill
Director, Human Resources

SeaTel has found our partnership with LSA Global to be very valuable and beneficial. We turned to LSA to customize a supervisory/leadership solution to meet our needs. LSA delivered a customized top quality solution. I’d recommend LSA Global to any company looking for a best-in-class training and consulting partner.

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HR Manager

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