What will Strategy Planning look like in the year 2020?

 

What will Strategy Planning look like in the year 2020?

Anuj MehraAhead of AdSchool's Core Strategic Planning course in Melbourne, Anuj Mehra, Head of Strategy at GTB (Linked-in), explains why the strategists who will succeed in this era will arguably be ‘complete strategists’.

When you are tasked with training young and up coming executives on the subject of Strategy Planning Principles, you can't help but ask yourself the question. What will ‘strategy planning’ look like in the year 2020? How can one impart skills that will make for a bunch of 'future-ready' strategists?

It is an important question to answer because planning and strategy has evolved dramatically and will continue to do so. The most obvious and biggest change has been the extraordinary growth in specialist skills in data & analytics, user experience, search optimisation, social media, connection planning etc. Giving rise to an array of diverse titles - ‘the Social media strategist’, the Communications Planning’ strategist, ‘the Insert-your-own-strategy-skill-set strategist’…

One of the most debilitating side effects of specialisation has been the abdication of strategists to be active in the specialist areas, leaving it up to someone else. By way of example, a ‘digital strategist’ has very little experience in the nuanced skills of qualitative research, a ‘brand strategist’ on the other hand has little exposure to ‘optimizing search or managing social media streams’. This reductive view and division of strategy has unfortunately led to a ‘de-skilling’ of the strategy planner or if I were to be less charitable given birth to many 'incomplete strategists’.

The wheel is turning again and we find ourselves in the ‘post specialist era’ of strategy where strategy will return to a singular and holistic way of working. The differences between the specialist strategy divisions will become comfortably assimilated in a more unified approach.  The strategists who will succeed in this era will arguably be ‘complete strategists’. Strategists who have a leg in the past, are well versed in the unchanging principles of brand and marketing strategy as well as have a leg in the future, are in tune with in the new and emerging skills of strategy planning.

The 10-week long Strategy planning Course will embrace the diverse skills required of a ‘Complete strategist’. Ensuring the discipline of strategy and the strategist remains influential and effective now and into the future.