Strategy

The view from Alto

Got a vision? Make it a moonshot.

Why is it that most vision statements aren’t all that visionary? More of a muddled stew of company-centric goals seasoned with some personal values.

Brand values: bullsh*t or beacon?

What is the value of brand values? Done wrong, they are nothing more than brand BS. Done right, they can be an essential plank of brand strategy, a beacon of clarity, unity and market differentiation. How do you get it right? Instead of thinking about the value, think about the cost.

When strategy is the difference between life and death.

For most businesses, strategies aren’t life or death situations, however there is a lot that can be learned and applied from the way that an emergency service formulates and implements strategy.