Case Study
The CEO of a boutique financial services firm was having trouble communicating strategy to her management team.
The firm, which helps financial advisers give advice profitably, needed to articulate the strategy clearly so that the management team could sell it to the sales team, and the sales team could sell it to financial advisers.
The aim was to have groups of advisers recognise how they would be helped to give advice more profitably. The problem was that when it comes to investing, some advisers’ clients want their adviser to do it for them, others want their adviser to do some of it, and yet others want to do it themselves.
The strategy needed to show how it coped with the end clients’ range of sophistication and their need for different levels of investment advice and different self-help tools. The strategy also needed to show advisers where money flowed and how they made their cut.
The solution was a strategy map. An A3 chart was produced to show the relationships of stakeholders and how each could maximise their fees. It said visually what the CEO had been struggling for months to articulate.
