The publication of my first book, “Intended Consequences” has opened many doors for me.  The book is a manifesto on strategic planning and explains in some detail “how to” go about the formation of strategy. In effect, I gave away all my secrets for a mere $17.95, and our business is thriving.

I often hear objections from clients that they fear that their strategy could fall into the hands of competitors. They become tight lipped about their intentions, even with their own employees. 

I remember fondly the Lakers of the 1980’s. Magic Johnson would dribble the ball down the court, and throw a high pass to Kareem Abdul-Jabbar on the right block, and he would take a hook shot, time after time. The opponents, their coaches, the radio commentators, and the fans all knew it was coming, yet no one could stop it.

Extraordinary companies exhibit superior execution. The irony is that those organizations who take the time to explain their objectives in detail to employees and vendors are the ones most likely to achieve superior results. Being clandestine about a strategy can limit its effectiveness.

Competitors eventually figure out what others are doing, but they may or may not have the talent, cost structure, technology or acumen to emulate it, or execute with the same level of quality or rigor. On balance, customers want information, and providing detailed information in the form of white papers, marketing materials or specifications in an easily digestible format provides value. In most cases the incremental value created by giving away information to customers outweighs the risks.

I am not for a minute advocating that you publish your strategic plan. I am suggesting that the more people on your team who are committed to it and accountable for your initiatives the greater the likelihood you will realize your objectives. It wouldn’t hurt to have a Magic Johnson dishing it out to your team.