Take a moment and think what strategy means to your business. It doesn´t matter what size your company is, whether you´re a small business owner or a FTSE corporate, the answer is the same.

In your mind, list the top 3 things you think your business growth strategy achieves. If you´ve got a piece of paper to hand, write them down, that sometimes helps to clarify thinking.

Ok finished? Now if this word does not feature in your list, then it may be time to rethink your business growth strategy….and the word is, “customer”.

To create sustainable, long term business growth, a company must understand and relate to its customers on a very fundamental level. Very few companies though think of their customers when it comes to setting their business strategy. Rather, they think of their competitors and therefore concentrate their strategic efforts on constantly improving the goods and services they offer. In doing this, they focus on temporary success and obscure the thinking and emphasis that leads to sustained business growth success.

Increasing the value of one single offering can distract the company from the larger questions of bigger picture strategy and objectives.

Having said this, it must be remembered that objectives themselves are not the end game in achieving lasting business growth. The more specific an objective the further it may potentially lead the company from its bigger picture.

So what is the end game? The end game is your business strategy.

So how should companies focus their business growth strategy? It should not rely too heavily on objectives or too strongly on competition. Rather, at its heart, should be your customers. That is what you´re in business for.

It is the ongoing encouragement of a customer-led strategy based on neither competition or time led objectives which must be at the heart of any real business growth strategy. From that your objectives, the right objectives, will flow.

To discover how Incisive Edge will help your business growth email growth@incisive-edge.com or call 0843 289 7884.