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Copyright Pearson Education LTD 2015 (print and electronic)

Meetings for strategic minds

A great strategy meeting is a meeting of minds. You want people
thinking and talking openly about progress and aspirations. You
will have a mixture of heads in the clouds and feet on the ground.
There is no one best way but here is a good starting point.
Frequency: Regularly.
Key participants: Various groups.
Strategy rating: ****

The previous CEO of Disney began a series of crazy idea breakfast

meetings. At each meeting, everyone was invited to discuss the
direction, performance and strategy of the company. The main
way this was done was through stories and ideas. People would
share stories that brought strategy to life. Stories about what they
wanted strategy to be, ways they were delivering and what wasnt
working. These stories allowed people outside the room to be
represented in the strategy discussion. And they joined creative
strategy and action levels of the company powerfully together.
Now taught as an approach by the Disney Institute, this approach
to creative strategy meetings spread far beyond the breakfast
meetings. Bringing strategy to life became a tradition that survived
and developed under the next CEO. Disney believes this style of
strategic conversation encourages teaching, sharing, approachability,
hope and empathy. The new CEO runs a weekly strategy lunch that
has enabled talented people from the Disney Parks, Animation,
Pixar, Marvel and Star Wars teams to share insights. They stay
independent, yet combine strategically, with record-breaking results.

You want a meeting of minds (not a mindless meeting). The bad
news is that people have often fallen into bad habits. The good
news is that people want great meetings and very rarely (if ever)

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have attended any. They are waiting for something worthwhile

and want you to succeed.
Get enough time for the session so that you will be able to make
progress with strategy questions. If its your first new-style session,
get a couple of days together. Stay in a hotel. Make it feel like the
start of something important. Done right, it will be a hugely valuable turning point in the history of the company. You will be
shaping the future of everyone involved.

Timing is important to strategy and to strategy meetings. People
seek an agenda so they have structure but they can then use structure to avoid really engaging with the substance of the discussion.
So the overall objectives serve as a lightweight structure without
letting people drift off from the discussion.
For the same reason, as soon as initial objectives are accomplished,
move on with additional objectives. And develop discussions from
ideas to practical steps that can be followed up with names, dates
and criteria for achievement.
It makes sense to confirm the schedule for the year during each
meeting, particularly when you are moving from traditional (or
no) strategy thinking to dynamic strategy management.
Limiting time for making decisions, or recommendations, is also
engaging for many participants who are used to clock watching.
It brings out the healthy, fun, competitive side of people. And it
ensures that time is used effectively, so that people want to come
back and engage with future sessions.

Before the session get people prepared and engaged. Start conversations about strategy long before any formal meetings. Dynamic
strategy is something continuous so treat it as such.

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Ask all participants to look at the basic (powerful) strategy questions (see page 165). Get them to think about the questions for
your company. Have them write down some answers. Ask them to
write down the company or brand they admire the most.

Session organisers
Gather operating facts, employee survey results, financial results
and projections. Look for information about key competitors. This
provides information for the group to refer to, as and when its

Warm up
Get people thinking even if its a little painful to start with. The
value of warming up is that it allows people to get into thinking
mode. This is unusual for people who are used to going around
the circle of death, reporting in turn on what they have been

Choose and complete a creative activity

These can be elaborate or simple. Ive seen juggling, paper plane
making, quizzes, dancing, yoga or brain-teasers. Some people
create their own warm-up activities. Some people use one of the
many useful brainstorming books. Others hire entertainers or
facilitators to deliver something very memorable. It can sound
over the top, but new experiences are the only way of opening up
minds to new thoughts particularly if they are enjoying the process. Smart companies know it works.
If youre smart, youll have several activities available more than
you need. And you will move to them at various points in the session to keep people awake. Even better if the activities are linked
with the fundamental strategy questions that you will be answering and debating together.

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Focused objectives and questions

Once people are warmed up, move to a brief discussion of the objectives of the session. What do you want to get done? No more
than three to five objectives. Involve people to continue the twoway, open tone of the day.
It usually isnt the leader of the group who does this, so that the
leader can be a team member or can get ready to make decisions
about resources when those decisions are needed.
Project the basic questions up on the wall. Make it clear that these
will frame the discussion. And that ultimately you are reviewing
strategy progress and possibilities as part of improving both plans
and performance.

Where are we now?

An update and overview of the main facts about the position of the
organisation is a good idea. People need to have the basic information
and they need to know that its safe to talk. Fords CEO made it clear
that plain speaking was needed (see page 154). Apples CEO said that
they needed to change the world and wanted ideas for doing so.

Where could we go?

This is the groups chance to get some brain food. They need new
ideas from your strategic group and examples from other industries. You need to open their minds up to possibilities. Inspire
them to apply new models and examples to their own work. There
is no single answer to the question, but you want people ready
to improve and move forward. You also want people overflowing
with imaginative directions the company could take.

Where do we want to go?

This is a more practical step from the last question, yet it is still
about the desirability of particular directions. You want to focus
the group a little more on the direction of all the options available that you want to choose. Work as individuals and then as

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sub-groups on different directions, destinations and missions that

would make sense and inspire.
Depending on the length of the meeting, it should move into
action. People want to know what will happen next and you
will get a better response if you move between desirable strategic
objectives and believable strategic plans.

What changes have to be made?

This question is asked in light of the answers to the previous questions. The group wants to compare where the company (or team
or group) is with where they want to be. Find differences between
the existing position and the desired position. Get the group to
write down their individual views and then bring them together
into a manageable list.

How should changes be made?

Change is not automatic, even if the senior management send out
emails saying that change is necessary. The group should think
about two kinds of change. There are changes they can make
themselves, including many decisions and anything else you just
have to buy. And then there are changes that involve the behaviour and help of others.
It is the second group the deep changes that usually matter
most. And so it is the deep changes that you should consider carefully. You should consider when and how to make changes or ask
for changes that will engage people. You want the bodies doing
things, but you really want their intellectual, emotional and creative engagement with making the strategy a success.
This is also a very practical discussion, since it eventually needs
to include the detail of changes, the what, who, how and when
answers that leads into something actually changing.

How should we measure progress?

Part of progress is completing the changes that you have described, but there is more. You need a relatively short set of measures that will let you know if you are getting closer to your overall

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strategic objectives. These measures need to be balanced enough

to reflect the soft and hard aspects of what you want to achieve
(see pages 197 and 201). But they also need to be precise enough to
allow progress to be clear.

What next?
Any particular session will answer different questions to differing
levels of detail. For the sake of momentum, it is important that
each session is completed with a clear set of agreed next steps.
These should contribute to the overall strategy and changes. They
should be short term (days and weeks, not months or years) and
they should be precise, with names and dates.

The criteria for success will vary. They will depend on the amount
of time that you spend on the questions, who is involved, and
what stage you have reached in your strategy management
The group will have a good understanding of the existing position
of the company and the importance and purpose of each of the
questions. They will see how the questions fit together. They will
have spent time exploring what they really want to achieve and
how that can be made possible.
Thinking like a strategist is demanding intellectual work so they
may be tired even after a very productive session. Warn them
before the session begins that this kind of fatigue is natural. If they
expect it, they will find it easier to see the progress that has been
made. It is a good sign if, at some point in the middle, people feel
like they are working hard.
Strategy can be a lot of intellectual and emotional fun. A great
session will involve laughter. It should also involve a sense of relief, an easing of pressure as progress is made on questions. The
group should be working as a group. They should be developing
cross-functional habits that are more effective at answering strategic questions.

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Strategists measures of success

You have scheduled strategy meetings as part of your strategy process.
Everyone taking part in the meeting has considered the strategy questions.
The strategy meeting includes thought-provoking activities.
Progress is made through the basic strategy questions.
The strategists toolkit is used to shape and clarify discussion.
Everyone is energised and clear on the next steps by the end of the

Strategy meetings involve subjects that are emotionally sensitive
so they can degenerate quite easily into some kind of fight over
power. This may be passive so that subtle games are played that
stop progress or openness. They may also be active so that participants shout, argue or openly block.
Sometimes the group is intimidated by the most senior participant
so that little meaningful discussion takes place despite willingness. Other meetings are positive but so vague that little follow-up
is possible. This is frustrating for those who have invested their
time and energy.
Some participants will have experiences of other strategy sessions.
These may have been very uninspiring. Or they may have been
part of a process that had a negative outcome making cuts, for
example. They may have contributed enthusiastically in the past
and be cautious about doing so again. Or they may associate strategy with criticism and financial obsession.

Strategists checklist
Think about each strategy meeting in the context of the overall

position of the company (growing, flat or declining). You should

have a sense of what kind of strategic challenges are faced by

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your company. Do some strategic thinking to understand what

kind of a meeting should be held.
Start strategic conversations before the meeting. Ideally the

group should have started thinking about the questions

before they get together. You can be involved with individual
conversations that prepare the way for a more productive
session together.
Get enough time for the kind of meeting you need. A couple of

hours to jump into all five questions can be counterproductive.

You need more like a couple of days or a week. People will fight
you on this point but you will make more progress if you can get
the time. If you really, really cant then reduce the scope of each
session to get something completed.
Make sure each meeting ends with specific action steps so

that momentum is created and maintained. People like to see

progress, and you should be creating something that is more
popular as time goes on.
Relax and enjoy the session. And if you cant relax then help

everyone else to relax. The style of learning is important to the

effectiveness of the thinking.

Related ideas
There are many books about meetings but here is one that is good
if you want to get a real idea of what is possible: Retreats That
Work: Everything You Need to Know About Planning and Leading
Great Offsites, by Merianne Liteman, Sheila Campbell and Jeffrey

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