Business value | Reimagining purpose as part of strategy development and implementation

Strategy and leadership adviser and coach, Dr Jeff Callander, Programme Director of The Strategy Programme, offers some food for thought on the importance of Purpose to a business.

The pandemic has exposed many faults in the business world, one of those being how strategy is thought of and used. Strategy has, for some time, been perceived as a concept, devoid of the day-to-day challenges of the business and the stakeholders upon which the success of the business depends.

Reimagining strategy takes into account that strategy is first and foremost a leadership tool and not, as is often thought, a function or activity. It is part of the toolkit with which every board member and senior manager should be equipped, knowing not only how to develop strategy but also how to ensure its successful implementation.