Strategic drift hit companies that cannot keep up with the changing business environment. It occurs when the business strategy is no longer relevant. It can either lead to a transformational change or death. 

It is a rather simple process. It is surprising though how many opportunities for avoiding this scenario are rejected regularly. You can substitute the word “rejected” with “ignored” or even “laughed at”. Either way, failure to communicate and to recognise the importance of change management paves the way towards failure.

Communication is more than reporting

You can argue that everyone has an essential role in supporting business growth. We work towards KPIs, targets, goals etc. However, not everyone gets a share in the decision-making process when strategies and directions are discussed.

Diverse your source of information

When we want to learn more about customer requirements, we turn to salespeople for advice. R&D guys are deemed the most competent when technologies are discussed. The list can go on.

What if I tell you that people from quality departments and aftersales know more about customer needs than anyone else in the company? Think about it – isn’t it true? How about customer service, sourcing, etc.?

The biggest challenge for any business is listening to its employees and learning from their experience.

Three tips for managing strategic drift

1. Listen to people and start hearing ideas instead of complaints

2. Create effective communication channels that encourage dialogue

3. Show your appreciation to those who challenge the status quo

Would you add anything to the list? Share your ideas in the comment section below.