State Your Business ... State Your Strategy
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Edward Jones, the investment company, says it's strategy is " ... convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions ... (Collis, 90)."
That strategy has caused Jones to do some special things, especially for the financial services industry. They have lots and lots of individual offices. You've probably noticed them on Main Street in your town. You get to know your broker because he or she probably knocked on your door to get to know you in the first place. They focus on financial advice and make money only by selling investment products. They sell to conservative investors who buy what they need and hold on to it. And finally, Jones' investors let someone else decide what to invest in - they delegate what they do.
In ten words or so, Jones spells out what they do.
Can you do the same for your business? If you can, can your sales team? Are you sure?
Reference
Collis, David J. and Michael G. Rukstad. Can You Say What Your Strategy Is? Harvard Business Review. April 2008. 82.