Far too many organizations formulate their strategy with antiquated approaches designed to make everyone feel good, and then fail to implement anything meaningful. Ineffective strategies, assessed using assumptions rather than quantifiable metrics, muddy organizations’ abilities to hone an identity that will make them stand out. Developing goals around the business’s true competitive advantages — determined using a five-factor test — will distinguish them in the eye of the customer and result in extraordinary returns.

Chuck Bamford, Ph.D., is a strategy consultant who has worked with hundreds of organizations to develop and implement a compelling strategy. In his role as a professor for the past 25 years at Texas Christian University, University of Richmond, University of Notre Dame, Duke University and others, he has been honored with 22 Professor of the Year awards.

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