An Aligned Company Is One That Excels!

In today’s fast-paced business world, we chase the next big idea that will make a splash. Yet behind this frantic pursuit lies an often invisible but oh-so-determining element: strategic alignment. It’s like a Formula 1 engine tuned to perfection. You may not see it, but it determines speed, reliability and the ability to negotiate tight bends. Without it, all the advanced engineering in the world won’t get you to the top of the podium!

Strategic alignment perfectly synchronizes a company’s vision, objectives, and actions deployed in the field. To use a musical analogy, even if each musician is a virtuoso, the concert quickly becomes a cacophony if each plays in their key. Alignment is the common score that enables everyone to play the same symphony and delight the audience, whether it’s your customers, employees or even your shareholders. 

This alignment materializes at the intersection of three key dimensions, as illustrated in the attached diagram:

• BX (Brand Experience): What you promise; the vision and commitments your brand embodies.
• CX (Customer Experience): What you deliver to your customers through every interaction and point of contact.
• EX (Employee Experience): How you get there, thanks to the efforts and commitment of your teams.

Proper alignment lies at the heart of these three dimensions, giving rise to agility. Indeed, when your promises (BX), deliverables (CX), and internal mobilization (EX) are perfectly synchronized, your organization becomes not only coherent but also capable of pivoting quickly and effectively in the face of challenges.

In fact, a Harvard Business Review study found that companies with highly aligned strategy, operations and culture achieved 58% higher operating profits and 33% higher total shareholder returns than their less aligned counterparts. That should motivate you to retune your orchestra!

Of course, it would be tempting to declare quickly: “We’re already perfectly aligned!”. But strategic alignment isn’t just hanging a mission/vision board in the lobby and ticking the box. It’s a living process requiring constant adjustments as your market evolves. As written in another blog (which I strongly suggest you read), if you think you’re aligned, think again! We often let ourselves be persuaded that we’re moving in the right direction when a small – sometimes imperceptible – shift calls everything into question.

Cocreation plays a crucial role in this process. Instead of operating in silos, where management makes decisions in isolation, why not activate collective intelligence and bring teams together around a table? It’s like a brainstorming session on steroids: each participant contributes expertise, ideas and, above all, a practical understanding of the field. This sharing not only improves the quality of the action plan but also strengthens the commitment of all stakeholders since everyone feels responsible for the project’s success. In other words, it mobilizes teams! Cocreation is the recipe for breaking down silos, giving meaning to day-to-day work and improving continuously because many heads are often (always) better than one.

Of course, successful alignment also requires clear, exemplary communication. Simple messages are essential so that everyone understands their role and contribution. For its part, management must support this vision and put it into practice daily. “Do as I say, not as I do” has never worked so poorly. So, when a company’s management and all its staff follow the same compass – i.e., the overall vision and shared objectives – the organization gains coherence and speed of reaction. In concrete terms, solid alignment eliminates redundancies and facilitates communication between teams. As a result, everyone knows where they’re going and how they will get there, avoiding procrastination and promoting adaptation in turbulent times (and therefore agility, as mentioned above).

Moreover, when successfully implemented, strategic alignment brings tangible benefits at all levels: improved operational performance, greater employee commitment to understanding the meaning of their day-to-day actions, and a smoother, more consistent customer experience. These benefits can also be felt in building a sustainable competitive advantage, including customer loyalty.

So, the next time you’re wondering how to propel your business to new heights, ask yourself: “Are we really aligned?”. Alignment is about balance. It’s about communicating, leading by example, being flexible enough to embrace the unexpected, and, above all, using collective intelligence via cocreation to break down silos!

And Maïeutyk will be happy to guide you in this direction. 😉