Don’t confuse strategy with targets

Strategy & Insight: From a global multi-billion business to a small start-up, strategy creation can mean differing things in differing circumstances. What’s always the same is the definition of strategy: a plan of action designed to achieve a long-term or overall aim. Often, our first task is to align stakeholders on what a good strategy looks like, agree ways of working and provide external support to allow the business to carry on the day-to-day jobs. During the last quarter of 2017 we helped Hunkemöller International shape their five-year strategy and articulate this to both an internal and external audience and share the overall KPI objective of an ambitious EBITDA goal. Drawing on our team’s deep and wide retail experience we worked across functions and with The Carlyle Group (Hunkemöller’s owner) and BCG (The Boston Consulting Group). Visionary, challenging and focused, our work has helped align teams, simply communicate the complex and inspire an already high performing team.

Here’s a series of typical customer interactions with the brand:

“This ranks alongside the very best Strategic documents I have come across in my career” – Michael Hitchcock, Hunkemöller CFO

Top tip: Don’t confuse strategy with targets.