{"id":7857,"date":"2022-06-17T15:18:49","date_gmt":"2022-06-17T13:18:49","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=7857"},"modified":"2023-02-17T16:50:19","modified_gmt":"2023-02-17T14:50:19","slug":"what-if-performance-was-driven-by-strategic-agility","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/what-if-performance-was-driven-by-strategic-agility\/","title":{"rendered":"What if performance was driven by strategic agility?"},"content":{"rendered":"\n<p class=\"has-drop-cap h-fs-20 h-fw-600 h-mb-20\">Whatever the nature of their organisation or sector of activity, all business leaders are now sure of one thing: they must face uncertainty.<\/p>\n\n\n\n<p>How, then, can leaders develop and implement an appropriate business strategy that is both suited to market fluctuations and delivers results? While it is fairly obvious how the notion of agility relates to times of crisis or simple flexibility within an organisation, it is almost counter-intuitive to connect it to strategy. Is it still possible for managers to anticipate? Are there methods and tools that foster agility? <strong>Can a company become agile in a strategic way or strategically agile overnight?<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/escp.eu\/couturier-jerome\" target=\"_blank\" rel=\"noreferrer noopener\">J\u00e9r\u00f4me Couturier<\/a>, professor of strategy and management and academic director of the Executive Certificate in Strategic Business Management at ESCP Business School, sheds light on these questions \u2013 and their paradoxes.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-rounded\"><figure class=\"aligncenter size-full h-mb-10\"><img decoding=\"async\" src=\"https:\/\/escp.eu\/thechoice\/wp-content\/uploads\/jerome-couturier-escp-business-school\" alt=\"J\u00e9r\u00f4me Couturier, Professor of strategy at ESCP Business School\" class=\"wp-image-2051\" width=\"136\"><\/figure><span class=\"h-tc h-d-block\"><span class=\"h-cl-blue h-fw-700\">J\u00e9r\u00f4me Couturier<\/span>,<br>Professor of strategy at ESCP Business School<\/span><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Is strategic agility the new management buzzword?<\/h2>\n\n\n\n<p>As J\u00e9r\u00f4me Couturier says, \u201cwe\u2019ve been hearing a lot about [strategic agility], even though the topic has been little written about in a serious way. Yet, it\u2019s not enough to say that we must be agile: we must agree on what this notion means and how it has a tangible impact on the entire company. Moreover, we tend to think that the notion of strategic agility has emerged only recently in tech companies in the United States, which is not quite true.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>For a company to be agile, management must encourage autonomy and risk-taking in its mid-level teams and those working in the field. Employees must understand that it\u2019s okay to make a mistake!<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Defining strategic agility in concrete terms<\/h2>\n\n\n\n<p>According to J\u00e9r\u00f4me Couturier, strategic agility means applying an agile mindset at three key moments of a company strategy: the \u201cdesign\u201d stage, the \u201ctaking action\u201d stage and the \u201cimplementation\u201d stage. <strong>To be strategically agile means accepting the need to rethink assumptions regularly at the design stage. <\/strong>To realise that to move quickly requires incorporating disciplined experimentation and an iterative approach and that, at the moment of implementation, one needs to be able to adapt to unforeseen challenges and act swiftly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cThink big, start small, act quickly\u201d&nbsp;<\/h2>\n\n\n\n<p>Jer\u00f4me Couturier thinks that \u201cwe must be able to manage risks by constantly testing ideas and projects. This is known as \u201clean testing\u201d, which took off in tech start-ups. An expression that perfectly sums up the essence of strategic agility is: \u201cthink big, start small, act quickly\u201d.<\/p>\n\n\n\n<p>While all companies can be agile or become agile, the most common examples that come to mind are start-ups, small flexible organisations and the fields of technology and innovation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tomorrow\u2019s leaders will be agile, or they will not be leaders.<\/h2>\n\n\n\n<p>Ensuring strategic agility depends primarily on instilling company culture at all levels of management. For a company to be agile, management must encourage autonomy and risk-taking in its mid-level teams and those working in the field. <strong>Employees must understand that it\u2019s okay to make a <\/strong><a href=\"https:\/\/escp.eu\/thechoice\/tl-dr\/making-mistakes-is-one-of-the-most-important-learning-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>mistake<\/strong><\/a><strong>!<\/strong><\/p>\n\n\n\n<p>Strategic agility and the kind of managerial culture it requires are a very good fit for Generation Z at both the management and team levels. Generation Z is considered sensitive to attentiveness, empathy and courage. They are also ready to give their all to their work, provided that they gain empowerment, responsibility and a sense of meaning. These qualities are essential in an unstable environment where the approach of strategic agility is best suited.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>An expression that perfectly sums up the essence of strategic agility is: \u201cthink big, start small, act quickly\u201d.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">How to foster agility<\/h2>\n\n\n\n<p>J\u00e9r\u00f4me Couturier says, \u201ca decentralised organisation, like the one theorised by Brian M. Carney and Isaac Getz with their \u201c<a href=\"https:\/\/escp.eu\/thechoice\/tomorrow-choices\/the-liberated-company-goes-well-beyond-well-being\/\" target=\"_blank\" rel=\"noreferrer noopener\">liberated company<\/a>\u201d, fosters strategic agility.\u201d He also strongly believes in establishing concrete tools and practices to foster this \u201ctest and learn\u201d mindset with methods such as \u201cOKR\u201d (O for Objectives and KR for Key Results) or TOWS matrix (Threats, Opportunities, Weaknesses and Strengths). <strong>However, he cautions that the tools that work for one organisation may not work for another.<\/strong> Even when it comes to fostering agility, flexibility is key.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Download the ESCP Executive Education white paper \u201cWhat if performance was driven by strategic agility?\u201d with Prof. J\u00e9r\u00f4me Couturier to learn more.<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>How can leaders develop and implement a business strategy that is both suited to market fluctuations and delivers results? Enter strategic agility.<\/p>\n","protected":false},"author":1,"featured_media":7905,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[282,16],"class_list":["post-7857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tomorrow-choices","tag-executiveinsights","tag-strategy","category-14","description-off"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What if performance was driven by strategic agility? - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"How can leaders develop and implement a business strategy that is both suited to market fluctuations and delivers results? 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