Emotions as a booster for top performance in corporate strategy
In the world of corporate management, we are often faced with the challenge of inspiring employees for the common cause. One of the reasons why this sometimes fails is the overly abstract and rational formulation of corporate goals and plans.
In this article, you will learn how emotions influence corporate strategy and how target images can increase employee motivation.
The power of emotionality
The real challenge in developing a corporate strategy is to create an emotional connection that magically draws people to its outcomes.
A prerequisite for this is a visual image of what the people involved will be proud of at the end of the process.
They must be able to clearly see in their mind’s eye what they will experience, feel and do differently than today when the strategy is implemented. If the promise is abstract or the big picture diffuse, they are likely to fail.
An example from practice
Imagine the boss of a machine manufacturer setting a target of achieving a 15% increase in turnover in the DACH region in two years in order to drive forward digitalization. This is certainly a solid target, but it doesn’t necessarily appeal to employees’ emotions. However, if the motto is to dominate the machine market within three years through an ingenious marketing offensive, the initial enthusiasm will quickly fade as soon as the difficulties become apparent.
In order to embark on a challenging but rewarding path, people need a target image that shows them what the desired market dominance will look and feel like.
Such target images can motivate employees, as they make it tangible what they are working towards. A company should not only track numbers and abstract key figures, but also have a clear idea of what the desired state will look like.
Strategy before measures
It is crucial to distinguish the strategy from the specific measures. This distinction is often blurred, which leads to the “why” of the project fading into the background. Strategy means knowing where you want to go and what you specifically want to achieve. The measures should be aligned with this goal and not the other way around.
Thinking in target images – that is strategy
Strategy means thinking in terms of alternative target images. Everyone in the company should be able to imagine a target image that magically attracts them. These target images are the basis for the strategy and the path to achieving the goals.
Conclusion
The power of emotionality in corporate strategy should not be underestimated.
A clearly formulated target image that arouses emotions and motivates employees can make the difference between success and failure.
Companies should strive to link their strategies to emotional goals and ensure that all employees have a clear idea of what they are working for and the emotional rewards at the end.
This can increase commitment and motivation and help to achieve great things.
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