Moving Beyond Help: Transforming Yourself into Writing Corporate Strategy

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Moving Beyond Help: Transforming Yourself into Writing Corporate Strategy

  1. 1. Moving Beyond Help:Moving Beyond Help:Transforming Yourself intoTransforming Yourself intoWriting Corporate StrategyWriting Corporate StrategyPhiladelphia Metro Chapter- STCPhiladelphia Metro Chapter- STC5th Annual Conference5th Annual ConferenceMarch 17, 2007March 17, 2007Penn State/Great ValleyPenn State/Great ValleyDonn R. DeBoardDonn R. DeBoard
  2. 2. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 22About the PresenterAbout the Presenter 21 years in information development in a21 years in information development in avariety of media (paper, online help, CBT)variety of media (paper, online help, CBT) M.S., Technical and ScienceM.S., Technical and ScienceCommunications,Communications,Drexel University/Philadelphia, PADrexel University/Philadelphia, PA M. Ed., Instructional Systems,M. Ed., Instructional Systems,Penn State University/Great Valley, PAPenn State University/Great Valley, PA Senior Information Developer,Senior Information Developer,Vertex, Inc./Berwyn, PAVertex, Inc./Berwyn, PA Senior PMC member (since 1986)Senior PMC member (since 1986)
  3. 3. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 33About my familyAbout my family My family:My family: SueSue Sarah,Sarah,age 12 ¾age 12 ¾ FrannyFranny
  4. 4. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 44What About You?What About You? Share a little aboutShare a little aboutyourself.yourself. Share your reasonsShare your reasonsfor coming to thisfor coming to thisconference? Anyconference? Anyfirst-timefirst-timeattendees?attendees? Share yourShare yourexpectations forexpectations forthis session.this session.
  5. 5. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 55AgendaAgenda What is Strategy?What is Strategy? Types of strategyTypes of strategydocumentsdocuments Mapping yourMapping yourcurrent skills tocurrent skills tostrategy writingstrategy writing Unique issues inUnique issues instrategy writingstrategy writing Strategy, peopleStrategy, peopleand changeand change What’s your story?What’s your story? Key questions forKey questions foryouyou Think strategicallyThink strategically
  6. 6. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 66Strategy in ChessStrategy in Chess Strategy is a planStrategy is a planand is generallyand is generallylong term.long term. Focus of all efforts:Focus of all efforts:capture orcapture orcheckmate thecheckmate theother player’s king.other player’s king.
  7. 7. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 77Tactics in ChessTactics in Chess Tactics are moreTactics are moresituational with shortsituational with shortterm, specific threats.term, specific threats. Open, middle, and endOpen, middle, and endgame: Each hasgame: Each hasspecific steps andspecific steps andpurpose.purpose. Focus of all efforts:Focus of all efforts:increase situationalincrease situationaladvantage at eachadvantage at eachstage of game.stage of game. Checkmate king:Checkmate king:Fulfilling goal ofFulfilling goal ofstrategy.strategy.
  8. 8. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 88Corporate strategy: future focusedCorporate strategy: future focused A compass to guide allA compass to guide allactivitiesactivities How an organization:How an organization: Contributes to greaterContributes to greatergood of localgood of localcommunity and thecommunity and theworldworld Views itself forViews itself forposterityposterity Measures successMeasures success
  9. 9. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 99““Practical Dreaming”Practical Dreaming”• Creating an idealCreating an idealfuture that adds valuefuture that adds valueto world through highto world through highpayoff results (Rogerpayoff results (RogerKaufman, p. 41.)Kaufman, p. 41.)• Strategic themes:Strategic themes:“Best possible ABC“Best possible ABCcompany” with corecompany” with coreactivities (Porter, p.activities (Porter, p.2.)2.)• Separate Results fromSeparate Results fromMeansMeans
  10. 10. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1010Who makes strategy decisions?Who makes strategy decisions? No strategicNo strategicplanning process –planning process –(50+%) CEO leads(50+%) CEO leadsupper-upper-management.management. Strategic planningStrategic planningprocess (39%) -process (39%) -CEO alone leads.CEO alone leads. CEOs (66%)CEOs (66%)indiate thatindiate thatleaders in strategyleaders in strategyreside in chiefreside in chiefstrategy officer orstrategy officer orstrategy group.strategy group. No consensus.No consensus. (The McKinsey(The McKinseyQuarterlyQuarterly survey -survey -July and August 2006)July and August 2006)
  11. 11. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1111Strategy Overview:Strategy Overview:Top Down ProgressionTop Down Progression Vision (Ideal viewVision (Ideal viewof organization/of organization/world)world) Organization’sOrganization’smission or purposemission or purpose StrategicStrategicobjectives forobjectives forrealizing visionrealizing vision Tactical objectivesTactical objectivesrealizing missionrealizing mission
  12. 12. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1212Strategy Overview:Strategy Overview:Top Down Progression (continued)Top Down Progression (continued) Operational objectivesOperational objectivesfor internal clientsfor internal clients(process and(process andprocedures)procedures) Needs assessment toNeeds assessment toidentify gaps betweenidentify gaps betweenIdeal, Organizational,Ideal, Organizational,and Operational levelsand Operational levels Tactics or solutions forTactics or solutions fordelivering internal anddelivering internal andexternal resultsexternal results(Kaufman pp. 41, 42)(Kaufman pp. 41, 42)
  13. 13. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1313Different Types ofDifferent Types ofStrategy DocumentsStrategy Documents Vision documentVision document Ideal (Societal view-Ideal (Societal view-new world to benew world to becreated)created) Engage a broad baseEngage a broad baseof diverseof diversestakeholdersstakeholders ““Blue sky” thinkingBlue sky” thinking Describes ends, notDescribes ends, notmeans.means. What your companyWhat your companywants to bewants to be
  14. 14. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1414Vision and MissionVision and MissionStatements of Westin HotelsStatements of Westin Hotels VisionVision Year after year,Year after year,Westin and itsWestin and itspeople will bepeople will beregarded as theregarded as thebest and mostbest and mostsought after hotelsought after hoteland resortand resortmanagement groupmanagement groupin North America.in North America. MissionMission Our Mission mustOur Mission mustbe to exceed thebe to exceed theexpectations of ourexpectations of ourcustomers, whomcustomers, whomwe define aswe define asguests, partners,guests, partners,and fellowand fellowemployees.employees.
  15. 15. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1515Vision and MissionVision and MissionStatements of VertexStatements of Vertex VisionVision Together we aspire toTogether we aspire tobecome a globalbecome a globalorganization thatorganization thatinvents the future andinvents the future andmakes a trulymakes a trulymeaningful differencemeaningful differencein the world. Ourin the world. OurVision is to becomeVision is to becomethe kind of companythe kind of companyothers only dream of.others only dream of. MissionMission To enable theTo enable theemergence of a globalemergence of a globaltax network andtax network andimprove theimprove theperformance of taxperformance of taxadministrationadministrationprocesses for theprocesses for thebenefit of ourbenefit of ourcustomers andcustomers andworldwide enterprise.worldwide enterprise.
  16. 16. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1616Different Types ofDifferent Types ofStrategy Documents (continued)Strategy Documents (continued) Strategy documentStrategy document Organizational viewOrganizational view(outputs delivered to(outputs delivered toexternal customers)external customers) More concrete, butMore concrete, butstill high levelstill high level How your companyHow your companyintends to realizeintends to realizevisionvision
  17. 17. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1717Sample Strategy StatementsSample Strategy Statements General ElectricGeneral Electric To become theTo become themost competitivemost competitiveenterprise in theenterprise in theworld by beingworld by beingnumber one ornumber one ornumber two innumber two inmarket share inmarket share inevery business theevery business thecompany is in.company is in. Apple ComputerApple Computer To offer the bestTo offer the bestpossible personalpossible personalcomputingcomputingtechnology and totechnology and toput that technologyput that technologyin the hands of asin the hands of asmany people asmany people aspossible.possible.
  18. 18. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1818Different Types ofDifferent Types ofStrategy Documents (continued)Strategy Documents (continued) ImplementationImplementationplan/roadmapplan/roadmap Operational viewOperational view(products delivered to(products delivered tointernal customers –internal customers –teams or individuals)teams or individuals) Engage allEngage allstakeholders forstakeholders forimplementationimplementation How your companyHow your companyimplements strategyimplements strategy Very granularVery granular
  19. 19. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 1919Mapping your current skill setsMapping your current skill setsto strategy writingto strategy writing Audience analysisAudience analysis ResearchResearch Purpose andPurpose andlanguagelanguage IntellectualIntellectualcuriositycuriosity
  20. 20. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2020Audience AnalysisAudience Analysis Current focus:Current focus: External technicalExternal technicalpeoplepeople Internal technicalInternal technicalpeoplepeople Sales peopleSales people Focus in Strategy:Focus in Strategy: Internal marketingInternal marketinganalystsanalysts Enterprise processEnterprise processanalystsanalysts Project managementProject managementanalystsanalysts Upper management orUpper management orCXO level staff (DriveCXO level staff (Drivedecision-making)decision-making) Board level peopleBoard level people
  21. 21. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2121ResearchResearch Current focus:Current focus: TechnologyTechnologyrequirementsrequirements ProcessProcessrequirements @requirements @product or systemproduct or systemlevellevel System HW/SWSystem HW/SWrequirementsrequirementsFocus in Strategy:Focus in Strategy: CompetitiveCompetitiveadvantageadvantage Business modelsBusiness models Workflow/processWorkflow/processrequirements @requirements @Enterprise levelEnterprise level Culture withinCulture withinorganizationorganization
  22. 22. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2222Purpose and languagePurpose and language Current focus:Current focus: To inform, instruct orTo inform, instruct oreducateeducate Simple/concise textSimple/concise text ““Just the facts”Just the facts” Judging (good vs. bad,Judging (good vs. bad,preferred vs. not)preferred vs. not) Sequential flow inSequential flow inday-to-day processesday-to-day processes Focus in Strategy:Focus in Strategy: To persuade or winTo persuade or winallegiance to an ideaallegiance to an ideaby painting a vividby painting a vividpicturepicture Tell a storyTell a story Softer w/more jargonSofter w/more jargon More sensingMore sensing Creates a overarchingCreates a overarchingframework – bigframework – bigpicturepicture
  23. 23. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2323Comparing TechnicalComparing Technicalto Strategic Writingto Strategic Writing TechnicalTechnical The Super ABC productThe Super ABC productfrom XYZ Companyfrom XYZ Companygenerates clean energygenerates clean energyusing a new wind-basedusing a new wind-basedR1000 micro-technologyR1000 micro-technologyscheme.scheme. This scheme provides aThis scheme provides acost-effective transitioncost-effective transitionprocess to renewableprocess to renewableenergy sources.energy sources. How to implement theHow to implement theSuper ABC product.Super ABC product. StrategicStrategic XYZ company will be theXYZ company will be theleader in renewable energyleader in renewable energyin the local and worldwidein the local and worldwidecommunity (Vision).community (Vision). New services can expandNew services can expandour support of existing andour support of existing andnew green products.new green products. Our focus for customersOur focus for customersshifts from energyshifts from energydepleting to renewabledepleting to renewableenergy products.energy products.
  24. 24. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2424Intellectual curiosityIntellectual curiosity Current focus:Current focus: Learn quicklyLearn quickly Adapt quickly toAdapt quickly tochangechange A new or betterA new or bettersoftware tool orsoftware tool orrevised processrevised process Generally has moreGenerally has moretactical applicationstactical applications Focus in Strategy:Focus in Strategy: To be passionateTo be passionateabout what the nextabout what the nextbig trend is.big trend is. Why trend isWhy trend isimportantimportant How to master itHow to master it ContinuousContinuousimprovementimprovement (ITSMA E-Zine(ITSMA E-ZineDecember, 2006,December, 2006,page 2.)page 2.)
  25. 25. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2525Unique issues in strategy writingUnique issues in strategy writing Capturing the spirit ofCapturing the spirit ofabstract concepts inabstract concepts inconcrete terms – veryconcrete terms – verybriefly.briefly. Document analysisDocument analysisand development timeand development timefor strategy teamfor strategy teammembers is short.members is short. May involve only one-May involve only one-to-one discussionsto-one discussions More relaxed editorialMore relaxed editorialissues (No standardsissues (No standardsper se).per se).
  26. 26. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2626SummarySummary Clear, focusedClear, focusedwritingwriting ConsistencyConsistency ClarityClarity Visual formattingVisual formattingfor clarity (e.g.for clarity (e.g.headings, bullets)headings, bullets) Logical, organizedLogical, organizedflow of informationflow of information
  27. 27. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2727Strategy, people, and changeStrategy, people, and change Appreciative inquiry –Appreciative inquiry –Enterprise wideEnterprise wide Seeing positive potentialSeeing positive potentialand seeking to understandand seeking to understand When used with strategicWhen used with strategicplanning process,planning process,appreciative inquiry helpsappreciative inquiry helpsa company find its successa company find its successstories.stories. Discovery (collectingDiscovery (collectingstories)stories) Visioning (Sharing stories)Visioning (Sharing stories) Design (Identifying storyDesign (Identifying storythemes) (Corning.)themes) (Corning.)
  28. 28. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2828Strategy, people, and changeStrategy, people, and change Appreciative inquiry –Appreciative inquiry –Individual 1-to-1Individual 1-to-1 Valuing personalValuing personalconnectionsconnections Connecting with peopleConnecting with people1-to-11-to-1 Enable positive changeEnable positive change Valuing participantsValuing participants ““What works best?”What works best?” ““What do we want moreWhat do we want moreof ?”of ?” Reducing differencesReducing differences Reducing anxiety (Fauvre.)Reducing anxiety (Fauvre.)
  29. 29. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 2929What’s Your Story?What’s Your Story? Group introductionsGroup introductions Name, company, andName, company, androlerole Briefly describe anyBriefly describe anyjob where you workedjob where you workedon strategy-relatedon strategy-relatedprojectsprojects Other pertinent detailsOther pertinent details
  30. 30. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3030Key Questions for youKey Questions for you What is yourWhat is yourcompany’scompany’sstrategy?strategy? Who develops it?Who develops it? How do you relateHow do you relateto those people?to those people? Compare skill sets:Compare skill sets: Common skillsCommon skills ComplementaryComplementaryskillsskills
  31. 31. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3131Think strategicallyThink strategically Offshoring – 1 in 9 ofOffshoring – 1 in 9 ofall US jobs could beall US jobs could beoutsourcedoutsourced(Kroll and Bardhan,(Kroll and Bardhan,UC Berkley, 2003.UC Berkley, 2003.Murphy,Murphy, IntercomIntercomp. 4.)p. 4.) Be a strategicBe a strategiccollaborator.collaborator. Articulate value.Articulate value. Keep skills current.Keep skills current.(Murphy,(Murphy, IntercomIntercom,,p, 5.)p, 5.)
  32. 32. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3232New Voice of BusinessNew Voice of Business New organization forNew organization forbusiness people tobusiness people tomake a proactive,make a proactive,positive difference inpositive difference incore issues of our timecore issues of our time EnergyEnergy EconomyEconomy Emerging Role ofEmerging Role ofBusinessBusiness www.newvoiceofbusiness.orgwww.newvoiceofbusiness.org
  33. 33. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3333Questions and Comments?Questions and Comments? I hope you haveI hope you havefound this sessionfound this sessionuseful.useful. Thanks for yourThanks for yourparticipation in theparticipation in thesession.session. Questions orQuestions orComments?Comments?
  34. 34. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3434If You WantIf You Wantto Contact Meto Contact Me You are welcomeYou are welcometo contact me withto contact me withquestions andquestions andcomments.comments. donn.deboard@donn.deboard@vertexinc.comvertexinc.com
  35. 35. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3535For More InformationFor More Information Corning, Susan. “Strategic StorytellingCorning, Susan. “Strategic Storytellingwith Appreciative Inquiry,”with Appreciative Inquiry,”http://www.kaiser.net/articledetail.cfm?http://www.kaiser.net/articledetail.cfm?article_ID=56article_ID=56.. Engardio, Peter, and Kerry Capell, JohnEngardio, Peter, and Kerry Capell, JohnCarey, and Kenji Hall. “Beyond the GreenCarey, and Kenji Hall. “Beyond the GreenCorporation,”Corporation,” Business WeekBusiness Week. January 29,. January 29,2007.2007. http: //www.businessweek.com/http: //www.businessweek.com/magazine/content/07_05/b4019001.htm?magazine/content/07_05/b4019001.htm?chan=searchchan=search..
  36. 36. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3636For More InformationFor More Information Fauvre, Marvin. “Problem SolvingFauvre, Marvin. “Problem SolvingWas Never This EasyWas Never This Easy(Transformational Change Through(Transformational Change ThroughAppreciative Inquiry)”Appreciative Inquiry)” PerformancePerformanceImprovement QuarterlyImprovement Quarterly, Volume 45,, Volume 45,Number 9, October 2006, pp. 22-30.Number 9, October 2006, pp. 22-30.
  37. 37. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3737For More InformationFor More Information Harmon. Paul. “How CEOs Think.”Harmon. Paul. “How CEOs Think.”BPTrendsBPTrends, December 12, 2006., December 12, 2006.Vol. 4, Number 21.Vol. 4, Number 21. IT Services Marketing AssociationIT Services Marketing Association(ITSMA) E-Zine, “Marketing’s New(ITSMA) E-Zine, “Marketing’s NewMindset: an Interview withMindset: an Interview withFoghound’s Lois Kelly.” December,Foghound’s Lois Kelly.” December,2006.2006.
  38. 38. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3838For More InformationFor More Information Kaufman, Roger.Kaufman, Roger. MegaPlanning: PracticalMegaPlanning: PracticalTools for Organizational Success,Tools for Organizational Success, SageSagePublishers. “Critical Success Factors forPublishers. “Critical Success Factors forStrategic Thinking that Works,” January 8,Strategic Thinking that Works,” January 8,2003. h2003. http://ttp://media.wiley.com /product_data /excerpt/media.wiley.com /product_data /excerpt/30/07879650/ 0787965030.pdf.30/07879650/ 0787965030.pdf. Lantz, Gerry. Stories that Work. StrategicLantz, Gerry. Stories that Work. StrategicStorytelling.Storytelling.http:// www.storiesthatwork.com/videohttp:// www.storiesthatwork.com/video/strategic.html./strategic.html.
  39. 39. Donn DeBoard March 17, 2007Donn DeBoard March 17, 2007Moving Beyond Help - Transforming Yourself into Writing Corporate StrategyMoving Beyond Help - Transforming Yourself into Writing Corporate Strategy 3939For More InformationFor More Information Murphy, Michelle. “ProtectingMurphy, Michelle. “ProtectingYourself from Offshoring.”Yourself from Offshoring.”IntercomIntercom, Vol. 54, No. 2, February, Vol. 54, No. 2, February2007, pp. 4-7.2007, pp. 4-7. New Voice of Business,New Voice of Business,http://www.newvoiceofbusiness.orghttp://www.newvoiceofbusiness.org..

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