The Measure: Post #5--Alignment & Strategy

Alignment and Strategy: A strategy that is not funded with time, money, and resources is simply a pipe dream. Christensen tells the story of SonoSite’s new handheld ultrasound device (the iLook). The company (headquarters) wanted to redirect its strategy to focus on selling the iLook. However, their salespeople refused to sell the handheld iLook; rather, they continued to sell a much more costly, bigger ultrasound brother—the Titan. Why? Salespeople were evaluated on gross sales, and selling one Titan was the same as selling 5 iLooks! What would you do? Aligning strategy throughout the organization becomes critical to success. And, resource allocation makes sure that happens. Andy Gove (Intel CEO) says: “To understand a company’s strategy, look at what they actually do rather than what they say they do.”(p. 71) On a personal level, look at your checkbook, credit cards and debit cards and see where you spend your money…that’s where your priorities are. Behavior illustrates strategy more than all the words in the world.