Periodically, someone will ask for an example to illustrate the difference between how strategists and most leaders think about the world. Here's a great example, borrowed from a dear friend:
Asked about Starbuck's organizational intent, a typical businessperson might say:
“Leverage a distinctive brand plus coffee buying, production, and marketing systems to achieve premium pricing and global dominance....”
When in reality, their strategic intent says:
“Sell back to a busy customer the 20 minutes each day she will look forward to the most....”
Thanks for the great example, J.P.