In order to manage your dream in business, you can do by creating it, and then try to catch up with it. Then, how is the strategy to pursue it?. According to Hammel and Prahalad, the strategy concept to pursue a dream or a vision is called Strategic Intent.
The strategy formulation of pursuing a dream or a vision is developed gradually and consistently. Based on this strategy, you should have a vision to reach in the duration of at least ten years to come. To dominate the market, Sony, Wal-Mart, Chrysler, Microsoft, General Electric, Cola-Cola and other admirable companies make use of Strategic Intent.
The Manager of Sony Company, Akito Morita, noted that young people like listening to music wherever they go. Morita draw conclusions from the facts without the need for research but only by thinking far ahead without being known by a community, and then he decided to create the Walkman. A Brilliant market design is not a coincidence. Morita and Sony has achieved their success by means of the findings for the market in the future, not the current market, that is by describing what he called “pioneering spirit”. Morita said, “Sony is a pioneer and is never intended to follow the others. Through progress, Sony wants to serve the whole world. Sony will always be the inventor of the unknown “. Furthermore, Wal-Mart pursued a dream with discounts, Chrysler with mini vans, and Microsoft with Windows.
Strategic Intent is formulated in stages, and it will be more challenging if there are challengers. Salt challenged Suzuki and Honda, and Marriot Hotel challanged Hilton and so forth. In pursuing the strategy of this dream, the future is not only conceivable, but it must be built. So, the architect who creates the necessary things that have not been created should be able to play a combined role of a leader and an implementer. The implementation of strategies based on this dream requires Strategic Architecture, which is a combination of the future of knowledge (information architecture), behavior, values and structures (social architecture) and financial architecture. Strategic Architecture constitutes the blueprint for the spread of the high level of new functionality, the acquisition of new competencies, or the migration of existing competencies, and the reconstruction of an intermediary with the customer.
In Strategic Intent, the dream must have an obsession to succeed and should be achieved gradually. Implementing this strategy requires to pursue the dream of the strategic architecture, which is a combination of the future of knowledge (information architecture), behavior, values and structures (social architecture) and financial architecture.