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“Imagine if all organisations were able to fulfil their purpose and deliver on their promises, what kind of world would we have,” asks Zora Artis, GAICD, chief executive officer of Artis Advisory.
“We would be in a much better place, we would have prosperity, purpose delivered, people and planet, all are well aligned,” she followed.
This state is what Zora refers to as “strategic alignment,” wherein all the elements in the enterprise value chain working together harmoniously.
“It’s about ensuring that your people are all on the same page. We’re working together, we’re doing the right things, we’re moving in the right direction, and we have that shared meaning.”
“Every organisation has a story: who you are, where you’re going, and how you’ll get there. and the real goal of alignment is to embed this story so that it effectively becomes the organisation’s DNA,” Zora said.
As Australia’s leading alignment, communication and brand strategist, Zora understands the impact that alignment can make on an organisation, and the steps required to achieve it.
In a 2020 study, Zora and another colleague found that 97% of company executives understood the importance of strategic alignment, but only 40% of them believed that their company’s vision, mission, and goals statements were a key part of their communications and marketing efforts.
Furthermore, 57% of the respondents said their organisations were aligned. However, closer analysis revealed that 13% were actually aligned.
This data tells us that there is a huge gap that companies and their communications departments must fill to truly achieve strategic alignment.
“Alignment is a blind spot for many organisations, not because leaders or communication professionals don’t believe it’s important but because they don’t understand how to do it or are not committed to it,” Zora said.
In this video, you will learn about:
Get full access to Zora Artis’ session recorded during the 6th Corporate Comms Leader Summit here.
