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Developing strategy should energize everyone involved. It begins with a vision that’s compelling and instantly understandable. That vision sets the compass point for the rest of the process: exploring opportunities, analyzing the current state, and laying out the steps from here to a better there. It works best if everyone has a role in the process, from giving input through surveys, to participating in a retreat, to serving on a focus group, to helping decide what to do—and what to stop doing. Throughout, openness and communication are critical (with no hidden agendas or secret meetings). Simple. And hard work.

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