What's Your Must-Win Battle?

I love reading the 800-CEO-Read Daily blog because it clues me in to new books that I'd probably miss.   Here's one that came out while I was away, and it looks like a great concept for professional service firms:   Must-Win Battles by Peter Killing and Tom Malnight.  Their point is that an intellectual approach to strategy is not enough.  They say, "Strategic priorities with heart will win the day." 

Here's a wonderful synopsis of the book.   An MWB:

• Has impact: On the whole organization, not just one part of it.
• Is externally focused: If you are pre-occupied with internal battles you will lose in your markets; a common external goal creates energy.
• Is tangible: Specific and measurable; generalizations such as “innovate more!” don’t work.
• Creates excitement: Goes beyond the incremental and captures the emotions!
• Is winnable: Going "beyond the incremental" does not mean impossible. 

How many professional service marketers have used a method like this one to galvanize their firms toward marketplace breakthroughs?  I'd guess that this kind of initiative would itself require a keenly designed internal marketing effort. 

But it might be just the ticket to effectively herd those professional cats!  And fun to boot.

Comments

[Gary Bourgeault (thealphamarketer.com)]

Thank you for your comment on being externally focused.

One of the great barriers to a company going forth is their internal fighting and jockeying for position.

It is true that a great external goal or vision does create great energy and excitement that propels a company out of its inner focus.