The document discusses the importance of strategy for a firm called E-types. It emphasizes that a firm needs a clear mission statement that defines its goals for the business and clients. The strategy should involve determining what products to market, where to market them, and how to maximize resources and gain a competitive advantage. The document also suggests E-types should formulate strategies as a plan, pattern, and position to help clients understand their needs, establish reputation, and work with a broader range of clients.

1. STRATEGY FOR E-TYPES
BY GENE PEARSON

2. WHY IS A STRONG STRATEGY IMPORTANT?
• To be successful a firm must ask itself…
• What product should we market?
• Where should we market the product?
• How can we maximize our resources?
• How do we obtain and sustain a competitive advantage?

3. PURPOSE OF A MISSION STATE
• This will help to define what the goal of the firm is.
• Outline clearly what they hope to achieve for the business and
their clients.
• Reflect every facet of the firm: the range and nature of the
products they will offer

6. WHY DO MANAGERS TOO OFTEN
FORMULATE SUB-OPTIMAL STRATEGIES?

7. MOVING FORWARD…
• E-types should…
• formulate a strategy as a plan
• This should be based on the Embrace, Extend, Extinguish concept to help clients
understand what they want.
• Formulate a strategy as pattern
• This will help establish their reputation in the future while differentiate
themselves from the competition.
• Formulate a strategy as a position.
• This will allow them to work with new clients in a broader spectrum and provide
a higher in client with a new type of style.

8. THE END