Achieving Organizational Alignment Around the What, Why, and How of the Strategy

Strategy Activation and Execution

A major logistics company was having trouble aligning and articulating its enterprise customer strategy. They realized that their enterprise strategy was only vaguely understood, especially by the very people who’d be responsible for implementing it at the ground level. With an annual conference approaching, and the enterprise portion of the business growing by leaps and bounds, management needed to take action quickly.


We kicked off the project with a hands-on design thinking session with the executives leading the strategy. We began to build a communication plan for the rest of the organization. After only a few days into the project, both we and the client realized that people were misaligned on what the strategy meant to them, and not just the organization at large. Rather than proceed with business as usual, we started from the top, learning the deeper stories that drove the enterprise strategy, sharing them back to the planning team, and eventually converging on a more concise version of the strategy with broad buy-in and clear next steps.




A global logistics company


Alignment and understanding across a global organization of 50,000+ people on the enterprise customer strategy


For a company of this size, translating this understanding into visual assets meant working closely with their existing communications team, to take advantage of their considerable expertise and resources. We got up to speed on their existing efforts, made recommendations and provided content, then developed a comprehensive communications plan that included an introductory animation, vision maps, and discussion guides. A high-level visual map explaining the enterprise strategy became the plan’s centerpiece. Blown up to poster size, the strategy map now hangs in regional offices around the world, and also serves as the template for a unique and effective learning game to speed up comprehension.

strategy map
Customer quote
XPLANE’s involvement helped a massive, complex organization operating on a global scale to be as nimble and responsive as a startup.”
  • Example of a strategy map
  • Explaining the company strategy
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