Decisions should be made with a scalpel, not a shotgun. Smooth, sharp, targeted messaging can only happen with an understanding of your organization, your competitors, your stakeholders, and the social issues that underlie them all.
The Importance of Market Research
It might be a cliché, but like it or not the world is changing faster than we can manage it. The rise of social media, automation, drones, immersive marketing technologies, GPS...the list goes on and on. Contemporary stakeholders are undoubtedly changing just as much. Unlike previous generations, the digital generation (which is heavily populated by millennials, but is actually growing beyond traditional age demographics) is highly engaged, socially conscious, and ready and able to put their resources and time where they think it will do the most good. New emphasis on the "triple bottom line" of social, environmental, and financial sustainability is changing the playing field and the game itself, and organizations are scrambling to keep up.
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Informing and SHaping Your Strategy
Strategy is the foundation of any organizational change. The problem is, many organizations, especially non-profits and new enterprises, aren't based in solid research, and so often the strategy is to not have a strategy. How do you adequately research strategy, though? There are three things you look for: climate, competition, and internal viability.