How Closely Daily Work Connects to
Strategic Direction for Cox
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Strategic Translation
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Translating Strategy
 Strategy is about choices at different levels
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The Big
Ideas
in an organization
Understanding strategy requires having a shared set
of answers to key questions
Aligned choices are more powerful than
disconnected choices
Strategic translation connects corporate strategy
to local action
A leader’s role is to connect the dots, share information
and ensure that actions are aligned with the strategy of
the business
What is Strategy?
“Management, optimization and application of limited
resources intended to accomplish a specific goal”
– Sun Tzu
“Strategy is the creation of a unique and valuable
position — requiring you to make tradeoffs in
competing (choosing what not to do)”
– Michael Porter
“Piercing clarity about what to do and relentless
discipline to do it”
– Jim Collins
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Strategy is About Choices
What business
are we in?
How do we
deliver?
How do we
compete?
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Understanding Strategy
What is the
company’s vision?
What do we do?
Who do we serve? Who are our customers?
What markets do we serve? What do we offer? What
products do we sell? What services do we provide?
How do we win?
What is our value proposition to customers?
How do we compete? How do we differentiate ourselves
from the competition? How do we make money?
What drives our margin?
What capabilities
do we need
to succeed?
What does our organization need to do well?
What skills, structure and organization, systems and
processes, staffing and resources, style and culture do we
need?
What are our
strategic objectives
and priorities?
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What is our mission, credo, purpose?
What business(s) are we in?
What are our priorities? Our specific goals (financial,
operational, organizational)? Over what time frame?
What will we measure?
© Insight Experience, Inc.
An Example to consider…
What is the
company’s vision?
What do we do?
“The Ritz Carlton is a
place where the genuine
care and comfort of our
guests is our highest
mission.”
http://corporate.ritzcarlton.com/en/
About/GoldStandards.html
How do we win?
What capabilities
do we need
to succeed?
What are our
strategic objectives
and priorities?
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“The promise of the best
price of any national chain
and a clean, comfortable room
are Motel 6 virtues. Motel 6
is a household name,
synonymous with quality
and value.”
http://www.motel6.com/about/corpprofile.aspx
What is the company’s
vision?
Cox Strategic Vision
 Strategic Vision
To be the most trusted provider of communication and
entertainment services in America.
What do we do?
Who do we serve?
What do we offer?
How do we win?
How do we compete?
How do we make money?
What capabilities do
we need to
succeed?
What are our
strategic objectives
and priorities?
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Cox’s Purpose and Vision
Purpose
Vision
Delivering life’s
most important connections
To be the most trusted provider of communication and entertainment
services in America
Customer Experience
Reliable
• Products & Services are available
(they perform when I need them)
• Meets commitments
• Fixes things the first time
• Competent people and processes
Simple
“Know Me”
• Easy to do business with
• Makes complex things intuitive
• Straightforward communications
• Listens and understands my needs
• Useful tools & sales/service channels
• Relevant services
• Provide high value for the price
Goals
Position Cox for
Long Term Success
Win the War for
Market Share
Deliver Next Generation
Platforms/Capabilities
Meet Commitments
Be a Leader
Deliver Top Quartile
Financial Performance
People
Trust Behaviors
Listen First
Acknowledge Reality
Right Wrongs
Keep Commitments
Show Loyalty
How does the Cox
strategic vision
impact how you
lead?
How others lead?
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Strategic Translation
What is the
company’s vision?
What is our team’s
vision?
How does our team contribute to this
vision?
What do we do?
How does our team
contribute?
Who do we serve? Who are our customers?
How do we connect with end customers?
What do we offer? What services do we
provide?
How do we win?
How does our team
deliver value?
What capabilities do
we need to
succeed?
What capabilities
does our team
need?
What are our
strategic objectives
and priorities?
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What are our work
priorities?
What is the value proposition for our team’s
work? How do we help make money? How
do we help deliver margin?
What does our team need to do well?
What skills, structure/organization,
systems/processes, staffing/resources,
style/culture do we need?
What are our priorities and our specific
goals (financial, operational, organizational)
over what time frame?
Strategic Translation for Cox
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What is the
company’s vision?
What is our team’s
vision?
What do we do?
How does our team
contribute?
How do we win?
How does our team
deliver value?
What capabilities do
we need to
succeed?
What capabilities
does our team
need?
What are our
strategic objectives
and priorities?
What are our work
priorities?
What does it take
to do strategic
translation well as
a leader?
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