“If you can’t describe your strategy in twenty minutes, simply and in plain language, you haven’t got a plan. ‘But,’ people may say, ‘I’ve got a complex strategy. It can’t be reduced to a page.’ That’s nonsense. That’s not a complex strategy. It’s a complex thought about the strategy.”
– Larry Bossidy, Chairman, Honeywell International, in ‘Execution: The Discipline of Getting Things Done’
I think 20 minutes is too long. It should be more like 5. Great quote nonetheless. It reminds me of one of my favorite other quotes:
“Simplicity is the ultimate sophistication. ” – Leonardo DaVinci
I’ve worked with many clients who can carve massive hunks of market share away from competitors with complicated business and marketing strategy. It is a hell of a lot harder to beat a simple, focused strategy well executed.
First quote via bBlog.