There is an importance of creating the right long, medium and short term strategies to enable clients to gain competitive advantage and increase the profitability of their organisations. We believe that there are two distinct stages to any strategy: development and alignment. The former is no good without the latter and vice versa. It is essential that a client’s organisation is aligned and mobilised in both in words and actions around its strategy and this be demonstrated consistently by the executive team. This top-down alignment is critical to ensure organisational ownership and to deliver the strategy effectively and rapidly. Furthermore, the organisation needs to ensure there is the capability to adapt and evolve its strategy over time.