战略术语：战略意图Strategicintent.docx

战略意图Strategic IntentInspiring means by which your organization will achieve its visionEverything depends upon execution; having just a vision is no solutionStephen Sondheim战略意图Strategic Intent使企业的战略目的的与战略手段相和谐。In 1989, Gary Hamel and C.K. Prahalad created an upheaval with their article entitled Strategic Intent. It was published in the Harvard Business Review. Strategic intentFocusing on tomorrows opportunitiesA strategic intent is your companys vision of what it wants to achieve in the long termStrategic IntentChallengesOpportunitiesNew opportunity-driven business development model Effective in new and unstable environment Builds on new competenciesStrategic intent is a high-level statement of the means by which your organization will achieve its vision. It is a statement of design for creating a desirable future (stated in present terms). Simply put, a strategic intent is your companys vision of what it wants to achieve in the long term.In complexity sciences terms, strategic intent is decomposition of exploration rules into the next level of detail, the linkages to the exploration rules and the transition rules that define how it will migrate from its current design and ecosystem to a future business design and ecosystemA strategic intent is a companys vision of what it wants to achieve in the long term. It must convey a significant stretch for your company, a sense of direction, discovery, and opportunity that can communicated as worthwhile to all employees. It should not focus so much on todays problems, which are normally dealt with by company visions and missions, but rather on tomorrows opportunities.To achieve great things, you need ambitious visions. And it does not matter that vision cannot be laid out in details. It is the direction that counts.Hamel and Prahalad argue that in order to achieve success, a company must reconcile its purpose (end) with its means through Strategic IntentHamel和Prahalad认为，企业若想达到成功，必须在企业内部大力宣传自己的战略意图，实现企业战略目的与战略手段的和谐【reconcile 5rekEnsail使和谐_ambitious Am5biFEs有雄心的_】Hamel and Prahalad define Strategic Intent as: an ambitious and compelling dream that energizes; it provides the emotional and intellectual energy for the journey to the future. If strategic architecture (a high-level blueprint for the deployment of new functionalities, the acquisition of new competencies or the migration of existing competencies, and the reconfiguring of the interface with customers) is the brain, strategic intent is the heart. It should express a feeling of stretch (challenge) - that current resources and capabilities are not sufficient for the task.Hamel和Prahalad为“战略意图”所下的定义是： 一个雄心勃勃的宏伟梦想，它是企业的动力之源， 它能够为企业带来情感和智能上的双重能量，藉此企业才能迈上未来的成功之旅。 如果把企业的战略体系架构（即包括功能配置、竞争力获取、资源重组在内的高端蓝图）比喻为企业的大脑的话，那么战略意图则是企业的心脏。 战略意图应该表现出一种迎接未来挑战的张力当前的资源与能力不足以完成企业所面临的任务和挑战。1. Purpose of Strategic IntentThe logic, uniqueness and discovery that make your strategic intent come to life are vitally important for employees. They have to understand, believe and live according to it. Strategy should be a stretch exercise, not a fit exercise. Expression of strategic intent is to help individuals and organizations share the common intention to survive and continue or extend themselves through time and space2. Strategic Intent versus Traditional Missions and VisionsTraditional company visions and missions, developed in one-day strategy session, often lack discovery, opportunity and purpose, the critical elements of strategic intent Strategic intent cannot be planned all in advance. It must evolve on the basis of experience during its implementation. Separating strategy creation from strategy implementation by using corporate planners or consultants for the former activity is thus a hindrance to the evolution of a successful strategy. Linking creation and implementation supports the overall process, and thus a strategy emerges and evolves. 3. Components of Strategic Intent(1) Decomposition of exploration rules into the next level of detail (2) Linkages to the exploration rules (3) Transition rules that define how it will migrate from its current design and ecosystem to a future business design and ecosystem 4. Strategic Intent AttributesHamel and Prahalad provided the following three attributes of strategic intent: direction, discovery, and destiny.(1) Sense of DirectionA particular point of view about the long-term market or competitive position that a firm hopes to build over the coming decade or so; It should be a view of the future and it should express a sense of direction which unifies and personalizes.方向的感觉Sense of Direction: 企业对于构建今后十年左右的市场和竞争地位的观点。 它是企业对于未来的看法，为企业提供统一的、深入人心的方向感。(2) Sense of DiscoveryA strategic intent differentiates; it implies a competitively unique point of view about the future. It holds out to employees the promise of exploring new competitive territory.发现的感觉Sense of Discovery：战略意图要能够于各种资源、能力中区分出： 着眼于未来的独特竞争能力。它能够带领企业员工去探索新的竞争天地。(3) Sense of DestinyStrategic intent has an emotional side; it is a goal that employees perceive as inherently valuable.命运的感觉Sense of Destiny：战略意图还有一定的情感成分，它能够让员工感知到其内在价值。5. Typical three steps strategic intent process(1) Set the Strategic Intent, having all three characteristics stated above制定战略意图。全面包含上述三个方面的属性(2) Set the Challenges. Find appropriate challenges and communicate them to the entire workforce. These challenges are the means to achieve the Strategic Intent. For example: Suppose the Strategic Intent of Canon is: Beat Xerox. A strategic challenge could be: Develop a home copier at a target price of $1000.设置挑战。 寻找和认定企业所将面临的适当的挑战，并与全体员工对此展开沟通交流， 使他们深信不疑，随时准备迎接挑战。由此，这些挑战就转变成了实现企业战略意图的手段和动力。 例如： 假设加能公司的战略意图是 “击败施乐”， 面临的一项挑战可能是 开发价格在1000美元左右的家用复印机。(3) Empowerment of the Strategic Intent. Key in any Strategic Intent process is: to realize that achieving (getting into) the Strategic Intent is a matter that involves everybody. The task of Top Management here is to capture the wisdom of the ants hill: change the traditional downward communication style to an upward communication stream of new ideas coming from the entire organization.战略意图授权。 战略意图执行过程中， 必须要认识到实现战略意图要靠企业每一个员工的参与。 此时，企业高管的任务是汲取众人的智慧： 变传统的下行沟通方式为上行沟通方式，从企业内部不断获取新的思想和主意6. Statement of Strategic IntentStrategic intent takes the form of a number of corporate challenges, specified as short term projects and opportunities.The strategic intent must convey a significant stretch for your company, a sense of direction, discovery, and opportunity that can be communicated as worthwhile to all employees. It should not focus so much on todays problems, which are normally dealt with by company visions and missions, but rather on tomorrows opportunities.The strategic focus is the starting point for developing a statement of strategic intent. A statement of strategy must become then a statement of design through which the principles, processes and practices of an organization are developed. These statements must represent the whole as seen from any location in the organization. Strategic intent should specify the competitive factors, the factors critical to success in the future. The end result should lay beyond the present planning period. Your strategic intent should also be accompanied by intermediate goals against which company achievements can be measured. It cannot be developed in a one-day strategy session, it should dev