Development and activation of a strategic and cultural framework

Challenge

Internally, there was a lack of clarity about the future strategic direction and a lack of a convincing growth story. In addition, the corporate culture was characterized by a lack of decision-making processes and a strongly top-down communication style – a consequence of frequent leadership changes.


Approach

Together with Globeone, a strategy framework consisting of purpose, mission and vision was developed. To do this, we conducted over 20 interviews with executives, formulated and discussed more than 150 potential statements for the purpose, vision and mission. The process was accompanied by continuous feedback and close coordination with the steering committee (SteerCo) and the board of directors. This ensured that the new strategic concepts were compatible with the existing values and leadership principles. A particular focus was placed on activating and embedding the new strategic and cultural elements within the organization. In this regard, we provided particular support at the TOP 100 management meeting by developing and moderating breakout sessions. These sessions aimed to make the new strategy framework tangible and to empower managers to live the strategy in their respective areas of responsibility. In addition, leadership behaviors were defined and evolved using the Authentic Leader Development approach. This approach translated the new values and principles into concrete action and helped leaders to authentically position themselves as the face of the new strategy. The strategy framework was also implemented using an integrated ‘strategy hub’ that combines the strategic and cultural elements and visually represents the new direction.


Results

The result is an internally agreed strategy and culture framework that forms the basis for a unified direction and clearly defined growth of the organization. The breakout sessions were instrumental in anchoring the new strategy elements among executives and making them a mainstay of the strategic development by involving them at an early stage.

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