The answer in my view really depends on how strategically focused the industry really is?
I say strategically focused because the company in question will need to (a) understand its strategic intent and (b) formulate/implement a clear road map that will take it to the intent.
It is not uncommon to hear strategies relating to market penetration, market development, key account management, increased revenues and gross margins etc. this is easier said than done!
It is uncommon however to obtain real clarity on the direction needed to enable the company to achieve and sustain its intent.
It is this gap, the distance and journey time between where we are today and the strategic intent that needs to be addressed. This is the strategic focus that is missing.
Why is distance and journey time a bigger challenge in the design consultancy industry? I will attempt to answer this question in my next post.