strategy: the Churchill test
Good strategy should lay out a vision with just a few unifying ideas that speak to everyone, but we see a lot of strategy documents that are riddled with jargon and bureaucratic buzzwords, or that try to namecheck everyone in the organisation. In this video, we briefly explore how to make strategic language more inspiring by tuning in to the echoes of great oratory from the past. Learn our easy trick to improve how you write and explain strategy, inspired by the famous wartime speeches of Sir Winston Churchill.