The basis for every strategy is – as trivial as it sounds – on the one hand the intention, the purpose, the goals and on the other hand the context, the environmental conditions, the correct recognition of the situation. Once that’s settled, you can lay the groundwork for a strategy.
As we go through these steps, we will see that they are closely interrelated: an organization’s intention is related to its external situation, its history and the expectations of its various stakeholders – from customers to employees. The vision cannot exist without an assessment of the possibilities and the options.