If there’s no connection between a company’s highest level business strategies and internal planning—what exactly are you planning for? I love this cartoon because it points out the futility of having a strategy if it isn’t understood and put into action.

Brand integration—meaning that all employees are aware of and living their company’s fundamental business strategy (the company’s role in customers’ lives)—addresses this scenario head-on. When every employee has a few simple tools to guide everyday actions so actions are always strategy-based (see “Information about brand tools” in our Resources section), you eliminate the need to make it up as you go along.

Is your company following strategy? Or just pretending to? Any lessons to be had from corporations recently in the news?

-Beth Woolley