Strategic Fluff

How much fluff is in your firm’s strategy?

“Fluff” is buzzwords, slogans and faddish concepts that sound great but which don’t help a firm to overcome its own particular problems. Many competitive strategies are built around fluff and they are ineffective as a result.

In our practice work at ALCG, we always start from where a client is now – with respect to itself,its markets and customers,  its rivals, and its environment. Identifying the real problems and issues (as opposed to the presenting problems and issues) allows the strategist to begin focusing on determining the causes and the points of leverage for getting the firm unstuck and on its way to earning higher returns.

Focusing on fluff, while appealing, does little to help a firm get unstuck and moving towards building its competitive advantage. Avoid the fluff trap at all costs!


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