Thought Leadership

Turning boardroom strategy into frontline creativity

It’s easy to think that cracking a bold vision for an organisation or brand will lead to success. The answer is not to neglect vision, but to adopt a process that connects vision with execution.

Rob Gray, Squad

Co-founder & Strategy Partner

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It’s easy to think that cracking a bold vision for an organisation or brand will lead to success. We’ve frequently experienced the euphoria among a leadership team that follows the agreement of such things, often at the end of an awayday following months of deliberations.

The problem is that a vision, as the word suggests, is only a concept for the future. The hard part is turning it into reality. This can be overlooked and is often more challenging than agreeing the vision.

One of the biggest challenges for many organisations is their size. The leaders are often not the ones making the implementation decisions. Vision and execution are separated, often by multiple layers of management. Faced with such challenges, it’s easy for organisations to lose faith in the role of a vision.

Sometimes this can lead to organisations neglecting its importance and focusing just on execution. Yet a vision is crucial. Jim Collins, in his study of companies, Good to Great, observed: “That extra dimension [of great companies] is a guiding philosophy or a ‘core ideology’.” The answer is not to neglect vision, but to adopt a process that connects vision with execution.

TURNING BOARDROOM STRATEGY INTO FRONTLINE CREATIVITY

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CONTACT

Rob Gray, Co-Founder & Strategy Partner, Squad, rob@squad.co

Guest Author

Rob Gray, Squad

Co-founder & Strategy Partner,

About

Rob pursued an early interest in design before becoming a strategist at TBWA. His affinity for both business and creativity led him to co-found Squad, a business consultancy meets creative agency. Over the last ten years Squad’s clients have included Brother, Environment Agency, Eurocamp, Halewood International, Hansgrohe, Information Commissioner’s Office, JW Lees, ZSL London Zoo, Office of Fair Trading, PZ Cussons, Sanger Institute, Tebay Services and Umbro. Rob writes frequently for the marketing press and delivers keynote addresses, workshops and talks for a range of events.


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