I’d say it’s grandiose words.
Words that sound ambitious but don’t shape a single decision.
Messages like “We are the most customer-centric company.”
Sounds truly ambitious. Spectacularly so.
But what does it actually mean?
🤔 Ship now or wait for feedback?
🤔 Prioritize speed or service?
🤔 Who decides?
“We act as one team.” Same problem.
“We lead through innovation.” Same again.
No one knows how to act on it.
When a message doesn’t guide action, progress stalls. At best.
More often, people will fill in the blanks themselves. And when they do they rarely head in the same direction. Debates, confusion, wasted resources are the result.
That’s why it’s so important that your words are actionable. It’s one of the four PATH principles from “The PATH to Strategic Impact.”
So, can you find words that are crystal clear on what your strategy means for the everyday actions of your team?
Keep lighting the path!
