Strategic Intent

What is it?

Strategic Intent describe the market position that the company will achieve.
The word conveys the determined will to execute the strategy, overcoming any barriers in the path. The force of the strategic intent can be communicated by burning the companies bridges so it has to succeed or die. For example, Kimberley-Clark “sold the mills”, eliminating the cushion of retreating back to paper-making if it failed to achieve its strategic intent to win against P&G in paper-based consumer goods.
The whole will of the company is fixed on achieving that objective.
Determined Strategic Intent is compatible with flexibility – determined about the ends, but flexible about the means, the tactical approach that will achieve them.

When is it useful?

An Example?

How do you do the analysis?

I want to know more

How can you adapt this concept?


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