"Articulating and effectively communicating the strategy to every employee of the organization is critical to the scaling-up process. The scale-up phase is not about the entrepreneur having the strategy, it is about every employee knowing and understanding the strategy well.” - Avinash Bhandari

Very few employees of small and mid-sized organization know or fully understand the company’s strategy. This makes strategy execution challenging. Strategy is about winning. Strategy is about making choices. It is about knowing what to do and more importantly, what not to do. It is about knowing where the organization has competitive strengths and therefore where the organization can create maximum value and impact. Strategy therefore drives the choices employees make on a day-to-day basis. Market share vs. higher price realizations, productivity vs. quality, incentive schemes based on sales increase vs. price realization increase and many such choices. If employees don’t understand the company strategy well, they probably will make wrong and inconsistent choices when they make the day-to-day decisions. The problem is compounded as tens and hundreds of new employees join the organization in the scale-up phase.