You don’t need a 100-page strategic plan. Strategy is actually about making five specific choices.

Roger L. Martin says in this article: The first thing to keep in mind about strategy is that it is not all that complex. You should keep it simple and always remember that, put simply, strategy is about choices. After years of working closely with leaders of large corporations, I have come to the conclusion that strategy is actually about a set of five choices that must be made:

 

1.  What is our winning aspiration?
2. Where will we play?
3. How will we win?
4. What capabilities must be in place?
5. What management systems are required?

 

http://www.rotman.utoronto.ca/Connect/Rotman-MAG/IdeaExchange/Fall2018-Martin#.W-Hx_8ApqPw.twitter

 

 

Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’

Unilevers CMO Keith Weed is making a great point about FMCG being a great training ground for marketeers due to it’s fast market pace and immediate response to marketing communications.

 

Secondly he speaks about the power of media and the power of good creatives in a world that demands more content than ever before and what that means for content production:

 

Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’