Evolving Extraordinary Organizations
thru the Spirit and Practice of Community

 
 
   

Living StrategySM:
Guiding Your Organization Through The Rugged Landscape Ahead

As we all know well, the world has changed dramatically since the times when traditional strategic planning first became the foundation on which organizations of all types are based.  The landscape on which organizations operated then was relatively predictable, stable, and homogenous.  Now it is filled with uncertainty, rapid change, and increasingly diverse players and dynamics.  These players not only think and act differently than they used to; they keep changing their minds about what they want and expect from the world around them.

Yet given this dizzying environment in which organizations find themselves, why do so many keep doing strategic planning as if it were still 1960?  And even if they have an inspired vision of who they want to be based on their changing environment, how do they create the bridge between their aspirations and the day-to-day operations that stakeholders actually experience as the organization?

What organizations need is strategy and a process for creating it that flexes, adapts, and evolves to still make sense in this complex environment, while keeping the organization seamlessly aligned with these strategic dynamics.  In other words, they need a “living strategy!”

 In a nutshell, living strategy is:

ª      the dynamic story of the shared aspirations, strategic direction, and strategic outcomes of the organization and its stakeholder community,

ª      emerging and continuously evolving

ª      from the collective knowledge of the community and

ª      from an expanding network of ongoing strategic conversations among all members of the community around the questions that matter most to them,

ª      all seamlessly interwoven into the “fabric” of the current organization through a continuous process of reflection and renewal.

One of the fundamental concepts of living strategy—both in terms of its content and of the evolving process itself is that in a dynamic, complex environment like what organizations face today, the future can’t be “planned.”   Instead, we want the strategy process to come alive through discovering and exploring questions that really matter---through collaborative dialogue, thinking together, and sharing stories among all stakeholders, not just among a select group of leaders and experts. 

Living Strategy recognizes that organizations and their environment are much more like living organisms within a complex ecological system than they are like mechanisms within a human-designed and controlled system.  After all, they are made up of people within a world of many other people.  What could be more natural, more unpredictable, and more “alive” than people with all our frailties, moods, and dreams?  Therefore, Living Strategy, as we practice it, is based on the sciences and tools related to living systems, particularly those that can be applied to organizations as living systems.  These include complexity science, life science, social science, community development, dialogue, storytelling, and organic approaches to knowledge and learning.

What we see emerging out of this approach are organizations evolving to become living networks of connected conversations around questions that matter.  In these “living organizations”, leadership is about seeding these conversations with the right questions, hosting the ongoing dialogue, and helping the organization make sense of and take action in response to the collective intelligence that emerges from these conversations. 

Organizations that have initiated or are exploring this more adaptive, inclusive approach to setting strategic direction include Altria (formerly Philip Morris), American Society for Quality (ASQ), IEEE, American Society of Mechanical Engineers (ASME), and Project Management Institute (PMI).  At Altria Group, Inc., you can see many of the shifts in strategic direction spinning out of their strategy process on their website.  Their new strategic direction is probably best summed up in a speech by their VP for Corporate Communications, Michael Pfeil, “A Responsibility to Consumers, to Communities and to Change.”  ASQ has fully embraced Living Strategy and has been evolving it as a core business process since mid-2002, with the guidance of Community Frontiers.  Here is ASQ’s Living Strategy story.  As an example of how Living Strategy is beginning to weave itself into the fabric of ASQ, see how this same community-based philosophy is being expressed in one of the strategic initiatives launched from the Living Strategy, their new “Living Community Model” of association membership, also developed with guidance from Community Frontiers.  

To help further clarify what we mean by Living Strategy, the following table offers some distinctions between traditional strategic planning and Living Strategy.

 

Traditional Strategic Planning

Living StrategySM

Strategic planning

Strategic thinking, questions, dialogue, and stories

Strategy as the primary driver of management control processes

“Strategy as Inquiry” [1] -- an integral part of a holistic, knowledge and community-based “Sense and Respond System”

Attempts to predict the future and build everything around this prediction

“You can’t predict the future, but you can be ready for whatever it brings.” [2]
”The only kind of strategy that makes sense in the face of unpredictable change is a strategy to become adaptive.... Planned responses do not work.” [3]

Annual, linear process

Ongoing, iterative process

Planning is done by a select group of leaders and “experts” within a rigid, hierarchical organization

Living Strategy emerges from and supports the organization’s stakeholder community.  This community includes anyone who may have a stake in the outcomes of the organization, even if they don’t yet know they may have a stake (such as potential new customers or members).   

Strategic planning is highly political, controlled by a few key players attempting to maintain the status quo or jockey for more power, prestige, and resources.

“The law of requisite variety” – If a system is to be able to adapt to its external environment, it must incorporate as much or more variety than its environment. [4]  
The diversity, intelligence, and passion of the entire community is put to work as part of an ongoing Sense and Respond System that gives each diverse group an important, interdependent role to play in the success of the whole community.  The community creatively seizes or makes opportunities to co-create its own future, rather than waiting to let it happen to them.

Strategic planning is primarily a means to ensure the economic growth and well-being of the organization

The organization is viewed in a larger global context, where every organization has economic, social, and environmental responsibilities that extend beyond its traditional stakeholders to include sustainable, ethical business practices and stewardship of the earth and all its inhabitants.  The increasingly popular “triple bottom line” approach is fully complementary to Living Strategy, if it’s viewed in its broader context, beyond just being a different way to measure organizational performance.

Inputs as one-way “data dumps” of current facts and collected data

Collective knowledge and intelligence gathering capabilities of the entire community are available “just-in-time” to be used for critical reflection and interactive inquiry

Mechanistic, component thinking –
Only by understanding the parts can we make sense of the whole, like “cogs in the machine”

Organic, systems thinking – ”The elements of a living system can be understood only in relationship to the dynamics of the whole.” [5]

The environment is predictable enough to be able to use a linear, cause/effect process to accurately plan and control how we operate in it.

In the non-linear, dynamic system in which we exist, we can only anticipate what is most likely to happen through continuous feedback, inquiry, and learning, and thus be prepared to respond collaboratively, quickly and intelligently to whatever emerges from the system.

Produces static text documents consisting of hierarchical components prescribing a plan for the future, moving from a big picture, long range plan down to near term, tactical actions.

Evolves dynamic, multi-modal vignettes, images, and dialogue ‑ a living story of aspirations and possibilities that excites the passion and imagination of the people living it, and engages them in co-creating the emerging story and their shared future.

After a few face-to-face group interactions, a small number of individuals develop the strategic plan

Living Strategy continuously evolves out of ongoing, seamlessly interwoven:

§     individual reflection and work and

§     group face-to-face and virtual interactions and collaborations

Strategic planning (and all other organizational activities, for that matter) leaves little time for meaningful conversations, since they’re inefficient time wasters that don’t produce the needed outputs.  It moves as quickly as possible to solutions and actions.

Conversation as a core business process -
the organization is seen as a living network of connected conversations around questions that matter.  The organization is skilled at knowing when to “stay in the question”, thinking and dialoging about the most meaningful issues, and when it’s time to act quickly and decisively.

Strategic planning is mainly an academic exercise with little relevance to the daily work of the organization, as people must refer to a “cheat-sheet,” wall chart, or web page to even remember this year’s plan.

Everyone associated with the organization lives strategy as a natural part of their work and relationship with the organization.  Each person has a deep understanding of Living Strategy, in their own words but with the same shared meaning.  They keep “one foot in the present and one foot in the future.” 

Additional strategic initiatives and activities keep getting added to an already overloaded workforce and schedule, with little regard for priority or capacity, often due to political pressures.

Ongoing, organized abandonment of projects and activities is part of living strategy.  “The first policy – and the foundation for all others – is to abandon yesterday.” [6] Tangible and intangible value to the community, not politics, keeps the organization focused on what matters most to its stakeholder community. 

Assumes that strategy needs to be newly developed, deployed, and implemented each year.

Acknowledges that, in a sense, the organization is already living in the future.  The seeds are already there, expressed in existing behaviors and activities that exemplify what the organization wants to become.  You just need to find, harvest, spread, and cultivate these seeds. [7]

 If you would like a copy of the full Living Strategy article, please contact us.

 



[1] Brown, Juanita (Whole Systems Associates, from an August 29, 2003 phone conversation with Arian Ward and Paul Borawski)

[2] Fradette, Michael and Steve Michaud, The Power of Corporate Kinetics: Create the Self-Adapting, Self-Renewing, Instant-Action Enterprise (New York: Deloitte & Touche Consulting Group LLC and Simon and Schuster, 1998)

[3] Haeckel, Stephan H., Adaptive Enterprise: Creating and Leading Sense-And-Respond Organizations (Boston: Harvard Business School Press, 1999)

[4] Ashby, W.R., An Introduction to Cybernetics, Part Two: Variety (London: Methuen, 1956)

[5] Sanders, T. Irene, Strategic Thinking and the New Science: Planning in The Midst of Chaos, Complexity, and Change (New York: The Free Press, 1998)

[6] Drucker, Peter F., Management Challenges for the 21st Century (New York: HarperBusiness, 1999)

[7] Ryan, John, www.asq.org, The American Society for Quality, August 5, 2003.  Rather than using a very long, complex web address to get to the exact page reference, go to the ASQ home page listed here, click o

 

© 2003 Community Frontiers
”Living StrategySM” is a service mark of Community Frontiers

 

 



 

 
     
     
Home          Contact Us