Why do strategies fail?

I was asked the question recently "Why do strategies fail?"  So in my usual, contrary manner rather than answer the question directly I turned it on its head and talked instead about what makes strategy succeed.

The answer is brand.

Much more than a logo and based on truth, a brand is an organisational blueprint for growth. Brand shapes and maintains a healthy company culture that works to achieve corporate and strategic objectives. It’s a rallying cry to engage and unite a workforce, a blueprint for the way everyone inside a business behaves.

Authentic brands build trust inside organisations. Build trust and you’ll build engagement. Engaged employees are happy; happy to work, happy to stay. Engaged employees are receptive, they take ownership. Engaged employees understand what needs to happen to make the difference.

People engage with brands emotionally; emotional engagement is four times more powerful than rational in driving behaviour. Strategy succeeds when internal communication is given a human, brand-hearted, voice.

You’ll then have a motivated internal audience open to change, willing to take responsibility for making things happen. Then strategy succeeds.

The answer seemed to satisfy.

A version of this blog first appeared in the Sunday Telegraph, Strategy Execution supplement on 4th November 2013. To view the full supplement click Sir Clive - my 'answer' is on page 15.