戰略！你對此有何看法？

戰略!你對此有何看法?

Strategy! What is your take on it?

」戰略「這個詞似乎關係到百萬美元，有些人覺得可怕，有些人不明白，許多人並不把它當回事。

>It seems to be that million dollar word that some perceive scary, others don』t understand and many throw around as if it『s the flavour of the month.

如果我們看看商業字典對戰略的定義，我們就會發現，科學的規劃和整合資源的藝術是它們最有效解釋。換句話說：商業戰略是一項長期的行動計劃，通過明智地分配資源來實現目標、設定目標以及管理目標。

>If we look at the business dictionary definition of strategy we come across the art and science of planning & marshalling resources for their most efficient and effective use. In other words, a business strategy is a long term plan of action to achieve a goal, set of goals or objectives by allocating resources wisely.

從理論上講，這聽起來很不錯，但在實際上卻是「說起來容易做起來難」，如果我們不關注價格的話，就會犯下致命的錯誤。

>In theory this sound great but in reality it is easier said than done as it can and will go wrong at some point if we don』t keep our eyes on the price.

那麼這些常見的致命錯誤有哪些呢?

>So what are some of these common failures?

作為顧問，我們經常看到一些雄心勃勃的企業家談論著他們引以為傲的商業模式，然而，當我們透過表象去觀察其本質時，我們注意到他們的商業模式的可行性顯示出了嚴重的問題：想法與實際差距太大，盈利的機會太有限，成本被低估，許多關鍵的合作夥伴並不存在或者對他們的商業模式並不感興趣。

>As advisors we often see ambitious and detailed business models, however upon scratching the surface a little, we notice that their feasibility shows serious gaps; revenue opportunity is too limited, costs have been underestimated and much needed key partners are non-existent or not interested.

另一個失敗的地方，可以歸因於對行業內環境的誤讀所產生的局限性。比如技術趨勢、政治和客戶偏好如何影響我們的計劃?一些行業巨頭一直忽略這些因素,現在讓我們看看他們在哪裡…有人最近見過柯達嗎?

>A second failure can be attributed to the misreading or misinterpretation of the environment and its limitations. How are technological trends, politics and customer preferences going to impact our plan? Some industry giants kept ignoring those factors and let』s have a look where they are now…anybody seen Kodak lately?

還有一點，是未能正確地採取行動。回顧上面關於戰略的定義，最重要的是，一個有效的行動計劃，需要適當地實施、管理、控制和調整。

>On the third spot would be the failure to properly action the strategy. Looking back at the definition above it is foremost an ACTION PLAN that needs to be properly implemented, managed, controlled and adjusted if needed

因此，對於那些需要明確戰略的人，或許是一個值得考慮的全新問題，我們給您提供簡單的四個步驟幫您解決問題，這個方法包含了行業內最先進的工具和技術。

>So for people that need some clarity on strategy or to whom this is a completely new topic we propose an easy four-step process filled with the most useful tools and techniques for an existing business or a new one.

四個主要步驟和一些關鍵的問題:

>The 4 major steps and some of the key questions to ask oneself:

1、定義你的職位和評估環境。

>Define your position & evaluate the environment

我們要迎合誰?他們的喜好、需求和需求是什麼?

>Who do we cater to? What are their preferences, needs and wants?

當前和未來趨勢對我們的業務有什麼影響?

>What influences might current and future trends represent on our business

政治和經濟形勢有多穩定?

>How stable is the political and economic situation?

我真正的風險是什麼，我沒有看到的機會是什麼?

>Where my real risks are and what opportunities am I not looking at?

2、制定你的策略

>Develop your strategy

我們做什麼

>What are we doing?

我們的目標是什麼?

>Where do we want to get to?

我們怎麼才能不妥協地去做呢?

>How are we going to go about it without compromise

我的商業模式是什麼?（收益和成本）

>What』s my business model? What are the revenue streams and costs?

我可以很容易地溝通嗎?

>Can I communicate it easily?

3、制定計劃並付諸行動

>Make a plan and action it

優先重點是什麼?

>What are the priorities?

誰會實施?

>Who will implement?

我如何衡量進步和目標的成就?

>How will I measure progress & goal achievement?

4、管理你的策略

>Manage your strategy

我是否在計劃，跟蹤行動和目標?

>Am I scheduling, keeping track of actions and goals?

我是否可以在必要的地方進行調整?

>Do I review and am I capable of adapting where necessary?

無論你如何扭曲「戰略野獸」，它仍然是許多人的障礙和難以破解的難題。在我們的系列公開課中:我們試圖闡明戰略思維，並通過「定義商業戰略」系列課程與我們的參與者一起構建戰略藍圖。

>No matter how you twist the 「strategy beast」 it remains an obstacle to many and a hard case to crack. Throughout our Career Development Module: 「Defining business strategies」 we try to shed light on strategic thinking and structure the strategic process together with our participants.

翻譯&排版: Quanyu 校閱: Yinan / GF

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