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How to Implement Strategic Navigation

To be at the right place at the right time requires that a business and its people be willing to continually adjust and adapt their pre-determined visions and strategies.  Bill Gates said, “The goal is to make business reflex nearly instantaneous and to make strategic thought an on-going iterative process, not something done every twelve to eighteen months separate from the daily flow of business.”

The impetus for making adjustments to strategy and tactics can emerge at any time from any place.  Here are three examples:

As of November 2003, the Federal Communications Commission requires that phone carriers let customers keep their mobile-phone numbers.  According to a survey at the time, “29 percent of cell phone users will bolt if they can take their numbers with them.”   This increase in “churn” rate created by this government edict hasn’t materialized yet, but this edict is creating previously unforeseen competition for the phone business.  So far At&T Wireless is being sold, Verizon is jumping ahead of the pack and land-line companies are worried too.  The most likely survivors will be companies with deep pockets and those able to quickly adjust and adapt.

UPS has Teamster-backed drivers with set schedules.  FedEx drivers work as independent contractors who manage their own schedules and are paid by package volume, not by the clock; these drivers can deliver on Saturday, in the evening or by appointment.  As a result FedEx is pulling customers away from UPS. 

 To lower expenses many drug discovery companies are forcing drugs to “fail faster and safer.”  A new method* to identify “super responders” with data-mining computer technology will reduce expenses and increase revenues (*See Sept. 2003 on the link).

To make better strategic choices and decisions in a timely manner, leaders need to have ongoing access to the very best input.  Senior executives of agile and adaptable organizations frequently utilize personnel at the ground level to check their own perceptions and keep up to date with what is happening.  Strategic Navigation (stratnav©), a strategic planning system developed by New Edge Leadership (NELA), is an approach an organization can use that continuously identifies, assesses and acts upon valuable input from different levels of people inside and outside the organization.  Stratnav makes your organization's strategic planning a living, interactive part of its operations.

Preparing the Groundwork for Stratnav©

Here are three steps that NELA uses to initiate stratnav©:

1. Reviewing the current Strategic Approach

First, in collaboration with key organization personnel, we identify the organization's strategic processes and assess which steps are working well and which not serve the purposes for which they were intended. Stratnav uses as much of the current system as possible, making only those changes required.  Our aim is to create a customized stratnav© approach that best suits the organization’s particular needs and is least likely to provoke resistance.

2. Generating a Moving Vision

Second, we help you to build a Moving Vision of the organization.  A moving vision is a vivid description and energizing images of the way the organization wants to operate in the next 18 to 36 months as it strives toward its goals - e.g. how it can make itself quicker, smarter, more effective.  A Moving Vision is not a static portrait of what the organization should look like in 5 years.  

For example, Microsoft's early vision of a computer on every desk and in every home was updated to reflect the increasing role of the Internet in our lives.  The recent company vision called “seamless computing” focuses on offering people and businesses the ability to be connected and empowered any time, anywhere, and on any device.  A flexible and broad approach to vision gives room for more than one specific position or target to emerge.  A vision that is robust enough will also allow the organization to adapt and learn as the unexpected occurs. 

3. Implementing SPPATA

SPPATA© (Scan, Pick, Plan, Act, Track and Adjust) is an ongoing operating system of stratnav© that is practiced seamlessly and continuously inside and outside the organization.  

The first step in setting the groundwork is to select the people who will perform the SPPATA© functions. In staffing the SPPATA© process people are both chosen and self-selected through a screening process to help ensure optimal input and acceptance from the organization.  When choosing consider skills and character traits of key people in their internal and external relationships, i.e. energy, process savvy and personal power to take responsibility, risk and influence others; and the ability to periodically depart from conventional/habitual assumptions and perspectives.

SPPATA© System

Once the groundwork for stratnav© has been prepared it is time to implement the SPPATA© functions that wire people’s talents and skills together.

Scan

In the first stage those assigned this function scan for and gather data, information and knowledge that will be used to make strategic choices later on.  Guided by the moving vision, scanners identify themes relevant to the unique status, role and value the organization gives and receives from its environment.  For example, the University of Phoenix may take note of how Microsoft certifies people online, and Harvard Medical School will keep an eye on cutting edge techniques used by military medics.  It is important to recognize that the function of the scanners is not to decide upon a specific decision for this tends to both slow down and put boundaries on their actions.  These themes are kept as open as possible, while at the same time kept narrow enough to take action.  Now is the time to keep moving forward.

Pick

Here pickers (usually a core of top management) select a limited number of opportunities identified by the scanners for the organization to concentrate its attention, resources and energy. 

Plan

In an integrated collaboration with the "pickers", planners design and arrange the steps to implement the themes chosen by the pickers.  Planners answer the questions of who, how, where, what and when are required to implement and to ensure availability of financial and human resources.

Act

Now that the strategic choices have been considered and the best alternatives have emerged, those responsible for this step will converge upon and take the appropriate action.  (People whose job it is to carry out the action will typically have been brought into the SPPATA system fairly early to help assure continuity.) 

Track

Trackers track the action and measure and assess how well it is going.  They also spot problems and opportunities for improvement, and suggest corrections when needed. 

Adjust

As the trackers communicate their findings, those responsible for implementation adjust their relevant processes and targets in order to make mid-course corrections rapidly and effectively as a strategy for continuous improvement, flexibility and adaptability.

Navigating the waves

Much like a sailor and surfer navigating the waves, the demands of the networked economy requires dynamic strategic thinking and action in organizations in order to maintain the agility and adaptability required to survive and thrive. 

Until the present time we have traditionally and in a deep cultural sense, made the assumption that equilibrium and stability in organizations were the rule, and turbulence and discontinuity were the dysfunctional exceptions.  But, in this new era, those assumptions do not seem to apply.  The networked economy model would seem better described in the metaphor of a surfer: "Catch the wave, ride it, catch another one." As Gates puts it, "Punctuated chaos" rather than "punctuated equilibrium" is now the rule.

 

Author: Patrick Ahern*

*Stanley M. Herman (the creator of stratnav©) was a major contributor to this article.

For more on this article contact

Patrick Ahern

Patrick@NewEdgeLeadership.com