On paper, a strategy provides the detail for you plan, but in reality, what matters is how your employees implement your plan and how it is understood by your customers. So how can you narrow the distance between the strategy and the reality?

Steve Jobs once famously said that “strategy is figuring out what not to do”, and at its core, strategic planning is about making choices.

It’s a common point of confusion…

What is the intersection of business strategy and brand strategy? Do I need both? Which one comes first? What is more important?