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Logo partner Ruys


Today, companies operate in increasingly complex and dynamic systems. Therefore, it is even more important to have a clear and shared strategy within the organization, so that people can make informed choices to achieve a common goal. In this context, how should a company define its strategy? At what level should strategic decisions be implemented? How many and which individuals should be involved in defining and sharing the strategy? How can the organization be activated to ensure consistency between strategy and execution in a changing environment?


Strategy is often portrayed as a thinking exercise, a set of decisions and plans devised by a small group. However, strategy comes to life through the people present throughout the organization every day. Involving key individuals in both the creation and implementation of strategy is an often overlooked element in most strategic approaches.

At RUYS, we consider strategy activation as the series of steps taken to bring a strategy to life. And these steps don't all happen at the end of the strategy formulation process, as one might imagine. For us, it means integrating activation in the early stages of the strategic process. What is more important, strategy or its execution? This is a key question for many companies. We often hear that strategy without execution is useless and that a well-executed good strategy is better than a poorly executed great strategy. At RUYS, we believe that execution is not more important than strategy, and strategy is not more important than execution. We need both. We need a great strategy brought to life through the choices acted upon by people at all levels of the organization.

Logo partner Ruys

The corporate purpose defines the reason for a company's existence, its future vision, and the values that guide its people. Answering these questions helps the company establish growth directions and engage people in a common goal. The corporate purpose plays a crucial role in guiding business decisions and actions, inspiring and motivating employees, engaging stakeholders, and differentiating in the market. In summary, the corporate purpose is essential in the strategy activation process to guide, inspire, and engage.

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