Strategy definitions
Do you recognize the confusion around terms?
Strategy, vision, mission, ambition… these are terms we often use, but what exactly do they mean? During a consultation with colleagues I discovered we all had slightly different interpretations of these terms. How can we set direction together if the language we use is not always unambiguous?
Is strategy just the route to a goal, or does it encompass the totality of choices and directions? Which elements are fixed and which evolve over time? Is vision a stable beacon, or rather a dynamic concept? And how do ambition and mission relate to each other? It became clear to us that these concepts are not just theoretical labels, but directly affect the way we think and work.
The added value of visualisation
To gain clarity, my colleague Lucas and I decided to map these concepts visually. Not to give one definitive answer, but to structure and find a common language. When creating a visualisation, you often unconsciously make many choices, in composition (main and secondary issues), in content (what is, what is not) and interrelationships (in distance or proximity). Just the process of drawing and ordering helped us to see more sharply how these concepts are related and where possible misunderstandings arise.
How to use
We are happy to share this visualisation with you. Not as the truth, but as a tool to work with yourself. It is a starting point for reflection, insight and dialogue. How do these concepts relate within your organisation? What would you place differently? Which words do you use to give direction to your ambition and strategy?
We invite you to use this visualisation in strategic conversations, workshops or moments of reflection. Print it out, discuss it with your team and discover how a visual approach can contribute to a shared understanding. We are very curious about your experiences. Will you let us know?
Country Director Switzerland
