什么是策略地图?

策略 maps help you convert your vision into tangible goals.

策略 Maps translate strategic plans into actionable, measurable goals

When organizations sit down during their annual strategic planning refresh, 他们经常想出复杂的战略计划, starting with a vision statement that articulates a big-picture goal for the next three to five years. Creating the strategic plan is typically a big job that involves everyone from executive leadership to front line employees. 一旦计划一遍又一遍地写完, it is finally released and communicated to the organization at-large. 接下来会发生什么呢? 

A strategic plan document is intended to provide an organization with a broad sense of direction, but does not necessarily include a blueprint for execution. To create a bridge between strategic planning and execution, 组织需要一个战略管理系统, a methodology to regularly review performance and adapt to a changing environment. The first step in building a strategy management system is to create a 战略地图. A 战略地图 visually translates the organizational vision into actionable financial, 客户, 内部, 学习和成长目标.

Human-Capital-策略-Map-Example

Each of these objective categorizations are called perspectives. 视角 help organizations identify 内部 capabilities and their desired outputs.

 

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箭头和因果联系

The Balanced Scorecard and 战略地图s rely on cause-effect linkages to test the strategy. 如果目标没有达到预期, there should always be a root-cause that strategic planners can investigate. The arrows on the 战略地图 identify those root causes. 在上面的人力资本例子中, there are several 内部 process objectives that theoretically drive the performance of the objective, “通过新的高价值客户成长." If the metrics for new high value 客户s are poor, then the team might investigate an underlying objective's performance to find out why.

 

主题 这是组织目标的另一种有效方式吗

最初目标被组织成透视图, which are the horizontal cross-sections immediately visible on any 战略地图. 主题 are an optional way of grouping related objectives, typically visually represented in the 内部 process perspective. Because the 内部 process perspective usually has the most objectives, it can be helpful to group objectives into thematic areas.

战略主题

战略主题:

  • Help to focus the organization on arriving at the strategic destination
  • 通常限制在3-5个主要的业务任务
  • 包括一系列相互关联的目标
  • 可以贯穿所有四个业务视角吗, but normally design will start in the 内部 perspective
  • Resource allocation – Provide budget for portfolio of strategic initiatives by theme

The 战略地图 is the table of contents for your strategy

The 战略地图 itself should act as the starting point for any strategy review meeting, and will act as a sort of visual agenda for the discussion. Many maps include the vision statement at the top of the map as a reminder of the overall organizational direction. And because the 战略地图 provides leadership with such a simple view of concrete objectives, it allows the team to quickly digest performance across the organization.

Optional status colors also provide an extra layer of performance detail to the top-level view. 一个简单的红色, 黄色的, green color status help leadership quickly identify areas requiring further discussion. Some teams also include the initials of the owners for each objective to drive clear accountability right from the map. These extra levels of meta-data such as ownership and status colors can be easily automated by 平衡计分卡软件.

截图+战略-战略地图1

 

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成功的策略执行. 

它看起来像什么?

 

成功战略执行第一部分cta白皮书

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创意!

There are tons of generic PowerPoint 战略地图s out there. And they’re a great starting point while your strategic planning team works out what the content should be. 一旦初稿接近定稿, it is a good opportunity to get any graphic designers involved, 如果可用.  Artists can help make the map engaging through illustrations that go beyond the typical “bubble chart” PowerPoint slides.

Ann-Taylor-策略-Map-Example.分2

上面的例子来自一个女性零售商, houses and roads take the place of objectives and arrows to show how the company will scale the metaphorical mountain of financial success.

 

沟通战略地图

Getting the entire team engaged with the strategic plan can often pose a challenge. The full strategic plan document can be quite lengthy and difficult to summarize in a couple of quick points. The 战略地图 offers a neat, one-page solution to strategic communication problems. Office walls and intranet sites are great places to post the 战略地图. We’ve even seen especially creative clients create pens with little expandable 战略地图s to get the word out. 来自平面设计师的一点帮助可以大有帮助, as seen in the award winning Emirates Identity Authority map below.

Emirates-identity-authority-strategy-map
灰色人字形下面浅灰色

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