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Why active strategy is the only strategy that works

Most organisations adopt a planned strategic approach to achieve business goals because that’s the way it’s always been done. The problem with planned strategy is that its success is dependent on the stability of the status quo of an organisation’s environment and its market. Planned strategy relies on a forecasted, anticipated roadmap of the future. And, as we all know, the future is unpredictable.

That’s why, at Distinction, we use active strategy both for our clients and our own business. Active strategy can recalibrate how an organisation approaches the future. Rather than the usual 1- to 3-year cycle of planned strategy, an active strategy is set around shorter phases. Annual reviews are replaced with 90-day reviews to validate and adjust activities in a world that doesn’t stand still.

Not only does having an active strategy get you to your end goals much faster, it also gives you the opportunity to take advantage of emerging trends and mitigate external threats that you have no control over.

Using our simple Active Strategy Framework, you’ll adapt first and fast to customer demands, deliver results when they’re needed and meet KPIs in real time. All with that end goal in plain sight. Meaning happy investors, happy stakeholders, a happy team and, most importantly, happy customers.

An outside-in approach will always bring success

Approaching digital product design and development from the outside in and using active strategy means you’ll launch to market quickly and stay ahead of the competition.

Outside-in simply means being driven by consumer demand, rather than the needs of the product owner and manager. When digital product build is approached from the outside-in, there’s a natural shift to one of customer-centricity which helps your product transition from challenger to viable contender and navigate the product adoption curve with ease.