The power of many: why team engagement is the secret sauce in a successful strategy

As we approach the end of 2023, businesses are already gearing up for the new year and setting in place their strategies for 2024.

Thinking about the future is essential for any smart business but when it comes to designing a powerful strategy, there is more to consider than simply setting goals.

The key here is the crucial factor that so often gets overlooked: the power of a clear, whole-of-business strategy driven by an aligned and fully engaged team.

A strategy is only truly successful when all members of your team understand and believe in the purpose of their work, when they understand the impact of every decision and  when everyone’s actions are based on a deep understanding of the customer.

Any strategic decision must be made with the customer at the heart. So when you design your strategy, the key questions are: Are you clear on the problem you are solving? And are you clear on how you create value?

A brilliant strategy doesn’t have to be only a top-down creation. The real measure of its effectiveness is whether your team is not only aligned with it but also invested in its success. After all, a strategy without a committed team is like a ship without a crew—it won't get very far.

So, how can you ensure your team is not just on board but is working together, like a highly trained crew, to get the very best performance? Here’s what to think about:

Challenge your understanding of the customer: The vital part! Critically assess how well you understand your customers. Is that understanding up to date with their evolving needs and a changing market? Your whole team needs to be involved in getting clarity on the client problems being addressed, eliminating pain points, and identifying the decisions that create gains. Embed customer value as a core element in business processes.

Collaborate, right from the start: Harness the collective intelligence available in your people. It's here that the different lenses, diverse experiences and wealth of ideas that a team approach can deliver can transform your strategy from good to extraordinary.

Purpose as a North Star: Define and articulate the purpose that underpins your strategy. With your team, consider the question: Why does this business exist beyond making money? A shared sense of purpose creates a strong foundation and a deep connection that motivates individuals to go above and beyond in their pursuit of the common goal.

Envision the future together: Work with your team to collectively visualize the future. This shared picture of success becomes the guiding light that aligns everyone towards a common goal. When team members actively contribute to shaping the future, they feel a sense of ownership and commitment that transcends mere compliance. They are empowered and buy in to the future that they have created with you.

Define your guiding values: Get clear on the beliefs and behaviours that unite your team and drive the business forward. Decide together on the values that will guide decisions and shape responses - those core practices that will define behaviour in every situation, from the  most intense teamwork to the actions every team member takes as an individual.

Empowerment for innovation: Empower your team to not only execute but also push the boundaries of what's possible within the established framework. There are many benefits here, from clearing the way for solutions that may not have been apparent before, to building a team that is deeply connected to the future of the business and wanting to take it to the next level.

As you chart your course in 2024, keep in mind that a strategy is more than a document—it's a living entity powered by a motivated team. Engage your team, align them with a shared vision, foster understanding for delivering customer value, and empower purposeful execution. In doing so, you not only lay the groundwork for a strategy that works but also one that inspires greatness.

A team fuelled by purpose and empowered to execute the strategy can achieve remarkable results.

Leanne Farnworth is a specialist strategic adviser using design-led innovation to help small to medium enterprises create purpose-driven, customer-focused business strategies. Learn more at https://www.lampcreative.com.au/

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