How to Develop Strategic Themes? [With an Example]



So, what is your strategy?

The question is asked often of any strategist. Do you have an answer?

Some companies are finding that the most effective answer to “what is your strategy” is to identify three to five strategic themes that are simple to communicate and comprehend.

Strategic themes are broad, long-term strategies that an organization adopts to guide its decision-making and actions. They provide a clear direction for the organization to follow and help to align its resources and capabilities towards a common purpose. The purpose of strategic themes is to enable an organization to achieve its long-term goals and objectives by focusing on key areas that are critical to its success.

There are several key components of strategic themes:

  1. Vision: The strategic themes should support the organization's overall vision of its desired future state.
  2. Scope: The strategic themes should be broad in scope, applying to every part of the organization and defining the major strategic thrusts that the organization will pursue.
  3. Balance: The strategic themes should balance the needs of the organization with those of its stakeholders, such as customers, shareholders, and employees.
  4. Alignment: The strategic themes should align with the organization's core values and culture.
  5. Prioritization: The strategic themes should be prioritized, with the most important themes taking precedence over others.

The role of strategic themes is to provide a framework for the organization to make decisions and take actions that are aligned with its overall strategy. They are an important part of the strategic planning process and help to ensure that the organization is working towards its long-term goals and objectives.

Some real-world examples of strategic themes could include:

  • Innovation: This could be a strategic theme for a technology company that is focused on developing and introducing new products and services to the market.
  • Customer service: This could be a strategic theme for a retail organization that is focused on providing an exceptional customer experience.
  • Cost leadership: This could be a strategic theme for a manufacturing company that is focused on minimizing costs and offering competitive pricing.
  • Sustainability: This could be a strategic theme for a company in any industry that is committed to operating in an environmentally and socially responsible manner.

Strategic themes are a key component of the balanced scorecard methodology and play a central role in the strategic planning process. They are high-level business strategies that apply to every part of the organization and define the major strategic thrusts that the organization will pursue in order to achieve its vision. Developing strategic themes requires consideration of various strategic elements, such as challenges, enablers, and customer value propositions, and they represent deliberate strategic directional decisions made by the leadership team. The strategic themes chosen should be those that are critical for the organization to excel in order to achieve its vision. In order to be effective, the strategic themes should be broad in scope and apply to all four perspectives of the balanced scorecard: financial, customer, internal process, and organizational capacity. By focusing on a limited number of strategic themes, usually 3-4, the organization can ensure that its resources and capabilities are aligned towards a common purpose and that it is able to effectively execute its overall strategy.

Distilling corporate strategy into a few simple themes in this way can create a powerful management tool for aligning behaviors and decision-making at all levels within the company - the primary purpose of strategy. This, in turn, can provide the basis for communication with the broader stakeholder community. But getting to the right strategic themes is easier said than done. The best strategic themes pass three tests: They are distinctive, selective, and suggestive.

This paper uses an example to illustrate how these tests are used to develop strategic themes.

Strategic themes can be used in IT strategy to provide a clear direction for the organization's use of technology and align its IT resources and capabilities towards a common purpose.

Here are some examples of how strategic themes could be used in IT strategy:

  1. Innovation: This could be a strategic theme for an organization that wants to use technology to drive innovation and stay ahead of the competition. For example, the organization might invest in emerging technologies such as artificial intelligence or the Internet of Things to create new products or services.
  2. Customer focus: This could be a strategic theme for an organization that wants to use technology to improve the customer experience. For example, the organization might invest in customer relationship management systems or omnichannel platforms to provide seamless, personalized service across multiple channels.
  3. Operational efficiency: This could be a strategic theme for an organization that wants to use technology to streamline processes and improve efficiency. For example, the organization might invest in automation or analytics systems to reduce manual labor and improve decision-making.
  4. Security: This could be a strategic theme for an organization that wants to prioritize the protection of its data and systems. For example, the organization might invest in cybersecurity measures such as encryption and intrusion detection to prevent data breaches.

By aligning its IT strategies with its strategic themes, an organization can ensure that its use of technology is aligned with its overall business goals and objectives and that it is able to effectively execute its strategy.




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