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> **Step 1 — Define a strategic Narrative**
> [](https://substack.com/redirect/482e2367-1599-453c-9f19-143bd9300664?j=eyJ1IjoiMm5udmwzIn0.437zjHHVMdVbzo_zKQIPOUwdpykWlG5CluMeGyzO674)
> The biggest benefit of NCTs is that they provide more connective tissue between your strategy and the goals necessary to achieve that strategy.
> Defining the Narrative is often the hardest part — because it forces teams to justify their work. But, this step is also the most important part. If it’s not clear what your strategy is, it doesn’t matter what your goals are.
> If it’s not clear what your strategy is, it doesn’t matter what your goals are.
> The Narrative is a 1-3 sentence qualitative description of what the team wants to achieve and why it matters to the business. The Narrative’s purpose is to tie the team’s immediate work to the company’s long-term strategy. A well-structured narrative will provide the strategic context and guardrails that allow individuals to make better decisions. You can do this by including the following:
> • Detail on why the initiative is a priority
> • Recent learnings relevant to the initiative
> • Past efforts or problems with similar initiatives
> • How the initiative fits into the broader product vision
How to Set and Achieve Ambitious Goals
Ravi Mehta
I am describing a strategy as a design rather than as a plan or as a choice because I want to emphasize the issue of mutual adjustment. In design problems, where various elements must be arranged, adjusted, and coordinated, there can be sharply peaked gains to getting combinations right and sharp costs to getting them wrong. A good strategy coordinates policies across activities to focus the competitive punch.
Good Strategy/Bad Strategy
Richard Rumelt
Outcome-driven leaders define success based on outcomes, but they don’t stop there. They also treat organizations like products—something they can design, test, and improve.
Steve Jobs was the ultimate example of a leader who managed the company as a product. When asked about which product he was most proud of, he replied:
> You know, making a product is hard, but making a team that can continually make products is even harder. The product I’m most proud of is Apple and the team I built at Apple.
Outcome-driven leaders treat each element of the organization as a “product feature” that exists to help the organization succeed.
These “organizational features” include things like processes, metrics, rituals, reports, structure, data, tools, skills, and behaviors.
Treat Your Company as a Product
Felipe Castro
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