The importance of a strategic approach

Posted by Ruth Atherley of AHA Creative Strategies on May 30th, 2016

dreamstime_xs_54104060I have recently had several conversations with colleagues and clients about the importance and value of a strategic approach. One former colleague, and now friend, who leads the communications efforts for a large multi-national organization was complaining about the lack of strategic thinking from her team, many of whom are mid-20s to late 30s. She was wondering what she could do about it and whether strategic thinking can be taught.

I said that I believed that it could. It takes effort and, wait for it – strategic leadership on her part – but I think that part of the challenge of today’s fast paced, 24/7 connected world is that we don’t provide enough time to develop strategic thinkers in the workplace.

My friend was saying that she sees an excellent work ethic, strong integrity and great intentions from her team, but that their solutions and approaches are tactical in nature – and are often reactive. The conversation was interesting because in the past several months, we have had clients come to us with exactly this type of challenge. We have been asked to review communications plans, campaigns and other initiatives because what they feel is missing at their organization is the team’s ability to see the big picture, recognize opportunities – and risk – and to frame solutions or their approach within the broader organizational strategy.

Supporting people to incorporate strategic thinking is a commitment to your team – and it’s one that should be taken seriously. To begin with, it is important to encourage individuals to think things through and not just react. But, let’s be honest, this is not an easy thing to do these days with fast and furious conversations happening on social media – which is why a social media content, distribution and issues strategy is crucial. Asking for several solutions to a challenge or for an opportunity and helping people to identify the one that offers the best long-term benefit for the organization is important. It’s easy to step in and do it yourself, if you are a strategic thinker… but if you want to help develop this skill with your team, your role should be to support and provide feedback as they work through this process themselves.

Creating a culture where your team is encouraged to ask “why” and “when” questions is also a key element. The “how” usually comes out in the tactics once you have answered “why” and “when.” And when showcasing a solution or idea, having the person presenting explain what underlying strategic goal it serves and what impact it will have on internal and external stakeholders also helps to shift the thinking to the bigger picture.

Strategic thinking is a crucial skill to have in any professional role – especially in communications and, of course, in leadership. Helping your team develop and increase their strategic thinking ability is an excellent investment in the people and in the organization. The benefits of helping your team develop this skill are well worth the time and resources it takes.

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