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Synopsis

What if you could communicate your venture's overall strategy to every employee on one single page? Well, you can with our modifiable Strategy Maps deck. Create strategy maps that keep everyone in agreement about the business direction and enable the teams to see where they fit in and how their jobs affect the company's general strategic objectives.

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Questions and answers
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Any company that has a complex strategy and multiple teams can benefit from Strategy Maps. For instance, a multinational corporation like Amazon could use Strategy Maps to clearly communicate its strategy across different teams and departments. This would ensure everyone understands the company's strategic objectives and how their individual roles contribute to achieving these objectives.

A retail company can implement Strategy Maps in their operations by first identifying their strategic objectives. These could include improving customer satisfaction, increasing sales, or reducing costs. Once these objectives are clear, they can be mapped out on the Strategy Map, showing how each objective is connected and how they contribute to the overall business goal. The map should be communicated to all employees so everyone understands the company's strategic direction and their role in achieving it. Regular reviews and updates of the Strategy Map are also important to ensure it remains relevant and effective.

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Slide highlights

This slide offers you to complete thefour steps on the way to creating your strategy map. These include specifying objectives, listing your financial and customer strategies and identifying your venture's value propositions.

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Use this slide to communicate your strategy forfinancial value improvement. This can be achieved by talking to your customers, quantifying your value, finding different channels to offer value and sharing your success stories.

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With this slide, demonstrate your completed strategy map to the team and stakeholders. One important thing to be mindful of is that the best practice is to keep your objectives number under 20 for clarity and easier strategy implementation.

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Questions and answers
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Different channels to offer value can be identified using a strategy map by first specifying your objectives. This includes your financial and customer strategies. Once these are clear, you can identify your venture's value propositions. This can be achieved by talking to your customers, quantifying your value, and finding different channels to offer value. Sharing your success stories can also help in identifying these channels. Remember, the best practice is to keep your objectives number under 20 for clarity and easier strategy implementation.

A strategy map can assist in quantifying value in several ways. Firstly, it helps in specifying objectives which can be aligned with the financial and customer strategies. This alignment can help in identifying the venture's value propositions. Secondly, it can be used to communicate the strategy for financial value improvement. This can be achieved by talking to customers, quantifying the value, finding different channels to offer value, and sharing success stories. Lastly, it provides a visual representation of the strategy which can be easily understood by the team and stakeholders, thereby ensuring everyone is on the same page regarding the value being delivered.

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Overview

Per Spider Strategies, a strategy map is a diagram that shows an organization's strategy on a single page, which helps to quickly communicate big-picture objectives to everyone in the company. A strategy map demonstrates strategic objectives in a balanced scorecard represented by a shape (typically, an oval) with arrows that show the objectives' cause and effect chain. Keep in mind that tracking too many objectives will complicate the delivery of your overall message by making your strategy difficult to follow and implement.

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Questions and answers
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Strategy Maps enhance business strategy and communication by providing a visual representation of the organization's strategic objectives on a single page. This allows for quick and effective communication of the big-picture objectives to everyone in the company. The use of shapes and arrows to show the cause and effect chain of objectives makes it easier to understand the interdependencies and the overall strategic direction. However, it's important to avoid tracking too many objectives as it can complicate the delivery of the overall message by making the strategy difficult to follow and implement.

Common challenges in applying Strategy Maps include complexity in representation, difficulty in communication, and tracking too many objectives. These can be overcome by simplifying the representation, ensuring clear communication of objectives, and focusing on key strategic objectives.

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Strategy maps have four areas of objectives: financial, customer-oriented, internal business processes and learning and growth. And according to Soren Kaplan, author of "The Invisible Advantage" and strategy consultant for Disney, Visa and Colgate, the following categories should be incorporated in a strategy map:

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Questions and answers
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Common challenges in applying Strategy Maps include: difficulty in identifying strategic objectives, aligning objectives across different departments, and measuring progress towards objectives. These challenges can be overcome by: clearly defining strategic objectives, ensuring alignment across all departments, and establishing clear metrics for measuring progress.

A Strategy Map aligns with digital transformation initiatives by providing a clear visual representation of the strategic objectives and goals that the digital transformation aims to achieve. It helps in identifying the key areas of focus such as financial, customer-oriented, internal business processes, and learning and growth. By mapping these objectives, organizations can ensure that their digital transformation initiatives are aligned with their overall business strategy, thereby ensuring a cohesive and coordinated approach towards achieving the desired outcomes.

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  • Vision – what's the world you want to create in the future?
  • Strategic focus – how does your strategy need to shift over time?
  • Strategic goals – what specific goals support your strategy?
  • Target markets and customers – what markets or customers will you tackle over time?
  • Solutions – what offerings will you provide and how will these change over time?
  • Key risks and barriers – what risks or barriers might you encounter?
  • Key performance indicators (KPIs) – how will you measure success?
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Yes, there are numerous case studies that demonstrate the effectiveness of the Strategy Maps framework. For instance, companies like Apple, Google, and Amazon have used strategy maps to align their business goals and strategies. These companies have shown significant growth and success, which can be attributed in part to the effective use of strategy maps. However, it's important to note that the success of a strategy map depends on its proper implementation and the organization's commitment to follow through with the outlined strategies.

The Strategy Maps framework aligns with digital transformation initiatives by providing a clear and concise roadmap for strategic goals and objectives. It helps in identifying key performance indicators (KPIs) which are crucial in measuring the success of digital transformation efforts. Moreover, it aids in recognizing potential risks and barriers that might be encountered during the digital transformation process. This framework also assists in determining target markets and customers, and the solutions that will be provided, which are essential aspects of any digital transformation initiative.

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Application

Cgma.org provides a detailed step-by-step guide for creating a strong and effective strategy map.

Step 1. Specify an overriding objective

Many mission and vision statements are often mistakenly portrayed as the ultimate objective to be achieved, for example, satisfied customers, service excellence, best-in-field, market leader, low-cost provider. These are, of course, critical outcomes and are highly desired by all organizations, but for profit-making organizations, the overriding objective must be economic, the experts say.

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Questions and answers
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Strategy Maps can play a crucial role in digital transformation by providing a clear visualization of the strategic objectives and how they interconnect. In the context of digital transformation, a Strategy Map can help identify areas where digital technologies can be leveraged to achieve strategic goals. It can also help in aligning digital initiatives with overall business strategy, ensuring that digital transformation efforts are not carried out in isolation but are integrated with the broader business objectives.

Yes, Strategy Maps can indeed help in becoming a market leader or a low-cost provider. Strategy Maps provide a visual representation of an organization's strategy and how it intends to achieve its objectives. They help in aligning the organization's resources, initiatives, and teams towards the strategic objectives. By clearly defining the strategic objectives and the path to achieve them, organizations can focus on what's important to become a market leader or a low-cost provider.

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Step 2. Identify the value proposition

The second step in strategy mapping is to choose the value proposition that will help the organization win the market. Choose one dominant value proposition and provide breakthrough customer value in it.

Step 3. List the financial strategies

After the value proposition is established, organizations next formalize their plans and strategies around revenues and costs. Financial strategies can be categorized into three key areas: revenue growth, productivity and resources and asset utilization.

Step 4. Choose customer strategies

Formalize your plans and strategies to win the marketplace. In other words, clearly establish and articulate your customer strategies. Customer strategies can be categorized into three key areas: customer retention and growth, revenue per customer growth and cost per customer reduction.

Step 5. Strategy execution through the internal perspective

The internal perspective is all about choosing and executing the right processes to achieve the desired customer and financial goals the organization believes will lead to the accomplishment of the overriding objective. "Consequently, organizations must consciously choose internal business processes that link directly to the earlier steps," the experts say.

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The Strategy Maps framework is a valuable tool in the business process management industry. It helps organizations visualize and communicate their strategies effectively. It aids in aligning business activities with the organization's vision and strategy, ensuring that all teams understand their role in achieving the company's goals. It also helps in identifying and executing the right internal business processes that directly link to the organization's objectives. Furthermore, it can be used to monitor performance and track progress towards strategic goals.

The main components of the Strategy Maps framework are four perspectives: Financial, Customer, Internal Process, and Learning and Growth. These components are interconnected and aim to provide a comprehensive view of the organization's strategy. The Financial perspective focuses on financial performance and shareholder value. The Customer perspective focuses on the target market and customer satisfaction. The Internal Process perspective focuses on the efficiency and effectiveness of internal processes. The Learning and Growth perspective focuses on the organization's capacity to learn, innovate, and adapt.

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Case study

Wikigear Inc.

WikiGear Inc. (WG) is a sportswear and casual apparel manufacturer and seller operating mainly in North America with a focus on hockey, baseball and running. To improve its operations and growth, WG hired a strategy consulting firm to study and provide insights on the company's strategic plans. The consultancy presented a comprehensive strategy map to the senior management team and highlighted two major areas that needed immediate action, namely, structure and communication. Taken together, the strategy map demonstrated both the resilient and adaptive drivers in the company's long-term strategy, which will enable WG to withstand and adapt to the disruptive and ever-changing demands of the marketplace.

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Questions and answers
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Yes, there are case studies that demonstrate the effectiveness of using strategy maps in various industries, including the sportswear and casual apparel industry. One such example is WikiGear Inc., a sportswear and casual apparel manufacturer and seller. They hired a strategy consulting firm to study and provide insights on their strategic plans. The consultancy presented a comprehensive strategy map to the senior management team, highlighting two major areas that needed immediate action: structure and communication. This strategy map demonstrated both the resilient and adaptive drivers in the company's long-term strategy, enabling WikiGear Inc. to withstand and adapt to the disruptive and ever-changing demands of the marketplace.

Common challenges WikiGear Inc. might face in applying the strategy map could include resistance to change, lack of understanding of the strategy map, and difficulty in aligning the strategy with daily operations. These can be overcome by ensuring clear communication of the strategy map to all levels of the organization, providing training and support to understand and implement the strategy, and regularly reviewing and adjusting the strategy to ensure it remains relevant and effective.

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"The culture has always been very positive at WG. The plan is to exploit this through better communication of the strategy and, more specifically, of the seven strategic directives. The longer-term plan is to link bonuses to the Balanced Scorecard," the company's website states.

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