Strategic planning is essential to any organisation. Plans take different shapes or forms, but they all have the same aim: establishing where the organisation wants to be tomorrow and how it will get there.

In order to be fully embraced by all, both internally and externally, strategic plans need to be very easy to explain. The problem is that very often, they are not. Why? Because they are not written with a “communication” frame of mind.

One solution to best explain your plan is to focus on the three –easy to understand – elements of a good strategy. They are:

  1. Focus – you must be able to clearly explain what the focus of the plan is, meaning clarifying what the organization will do and, maybe even more importantly, what it will not do; because strategy is about making choices.
  2. Differentiation – you must be able to clearly outline what the organization wants to do differently; differently from what it used to do and differently from its competitors.
  3. A compelling tag-line – you need to be able to come up with a kind of catchy slogan which with a few strong words will explain the focus and the differentiation.

If using these does not help you to be convincing in the way you explain your strategy, you might want to reconsider it. Because if a plan is not easily understood by all, it is very likely that it won’t be implemented.

BCW Sports practice is the sport unit of global advisory firm Burson-Marsteller. We provide strategy and communication advice for sport clients around the world. For more information: