Perfect Case Scenario – “A Dream with a Deadline”

November 10, 2012 by Juha Merinen

On May 25, 1961, President John F. Kennedy announced before a special joint session of Congress the dramatic and ambitious goal of sending an American safely to the Moon before the end of the decade. This famous speech is maybe one of the best examples what a dream with a deadline really means. It had a strategic goal setting integrated into implementation planning and execution, clear measurement and accountability – and most of all – it involved the learning and competence development.

Have a big enough dream and always plan backwards with concrete and measurable milestones. Stick to the plan and always be aware what is changing within your business environment.

From strategy to implementation

Success is not an accident, but a logical outcome from timely execution of a good plan. The biggest reason why most of the strategies and plans normally fail is that they are not implemented. From strategy to implementation is the key thing to remember as planning will not do it – only doing it will do it.

Typical traps where companies are falling into so many times are for example that strategy and related plans are not specific, measurable, action oriented, realistic and time bound. Keep in mind that if you cannot measure it – you cannot manage it.

Perfect Case Scenario

Most of the companies will say that they have a good internationalization strategy, but the truth is that very few actually have. Strategies are still too often missing the really well analyzed, planned and thought thru key strategic objectives – without even mentioning the most important – the implementation plan thru out the whole organization.

The market leaders are very focussed on the implementation of the key programs, targets, actions, activities and especially on the metrics and measurement. Strategy has to be rolled out within the whole company in all possible ways including functional and personal job descriptions, incentive schemes and performance reviews.

Internationalization Intelligence

Internationalization is a process – not an event. There are no shortcuts on the way to success. One just should enjoy the ride towards sustainable business growth and expansion. It is all about setting the course and navigating to the right direction. Along the journey company will need extended competencies and skills set to achieve the dream.

The organization has to execute, build muscle and measure its strategy implementation plan.

The Power of Culture

Be absolutely sure about your cultural awareness. As known; culture will eat your strategy for breakfast, lunch and dinner. It is vital to understand the history, traditions, habits and values in your target markets. Internationalization process is truly an amazing race and the better you are prepared for it the quicker you will see the results.


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