Business Reporter: 'Analyse, define and motivate'
Published 3 January 2012
Dr Winston Kwon of the Lancaster Centre for Strategic Management, is quoted in Business Reporter magazine – distributed with the Sunday Telegraph – on 'strategy execution'.
Kwon explains that successful strategy initiatives need "framing" in three distinct and different ways. "Framing is like taking a photo and seeing things at a certain angle to make things make sense," says Kwon.
The first frame in Kwon's ananlysis is to take a diagnosis of the company's situation to decide what strategy is realistic. A second frame focuses on specific actions that need to be done to change matters: this is the prognosis stage, which defines the direction. Finally, the third is what he calls the "motivational" frame, where a vision of the strategy and of what is going to happen is pushed out to other stakeholders, principally the managers and the staff, who have to make things happen.
