STRATEGY, THE fundamental approach of business today-if done modern.

Businesses and organisations are no longer defined simply by positioning their roles in people’s lives. It is the experience a business and brand creates and curates, through it’s products and services, that defines it in the minds of customers. As competition intensifies, markets become saturated and growth slows. It is all about reinventing, extending into new categories - and never stop evolving.

Organisations are currently struggling with their internal strategy work and the belief in strategy have never been lower than it is right now. Yet it has never been more important to organisations to excel their strategy efforts - the consumers dictate the market, things are moving more and more rapidly and established institutions fall by the numbers. 

Management guru Peter Drucker once stated that the sole purpose of a business is to create a consumer, decades later that statement could not be more suiting for the challenges ahead and for strategy work. In order to survive the organisations and institutions of tomorrow will have to gravitate their whole business towards a user/consumer experience and adapt their business around that approach. 

Strategy in the intersection between experience and business will be the survivors and eventually the real competitors out there.