One of Roger Martin’s (Harvard) rules for avoiding common mistakes in strategy making, in fact his first rule, is “keep the strategy statement simple.” Rather than a long, often vague document, the company’s strategy should summarise the chosen target customers and the value proposition in one page.
We would like to take the idea even further by asking you to summarise your strategy in no more than 140 characters. This statement must identify the target customer, the value proposition, and how the latter fits two requirements: