Growth is the lifeblood of any successful business. But what happens when your team, the very people responsible for fueling that growth, can't agree on how to do it? You end up stuck in the mud, spinning your wheels, and wasting precious time and resources.
Sound familiar? Don't despair. Disagreement is a natural part of the process, and it can even be beneficial, as it forces you to examine your assumptions and explore different perspectives. However, if unaddressed, it can quickly lead to frustration, infighting, and ultimately, stunted growth.
So, how do you navigate the treacherous waters of growth strategy misalignment? Here's a breakdown of key steps you can take to get your team back on the same page:
1. Acknowledge and Define the Problem:
- Don't ignore the elephant in the room. Pretending everything is fine when it's clearly not will only exacerbate the problem. Directly acknowledge the misalignment and frame it as a challenge to overcome together.
- Clearly define the root of the disagreement. Is it a fundamental difference in beliefs about your target audience? Is it a debate over which marketing channels are most effective? Is it a disagreement on product development priorities? Understanding the specific points of contention is crucial.
- Get it in writing. Document the various viewpoints and the reasons behind them. This can be as simple as a shared Google Doc or a more formal strategy document.
2. Facilitate Open and Honest Communication:
- Create a safe space for dialogue. Encourage team members to voice their opinions without fear of judgment or retribution. Emphasize the importance of respectful communication and active listening.
- Schedule dedicated meetings for discussing growth strategy. Avoid trying to squeeze these conversations into existing meetings. Dedicate time specifically for addressing the misalignment and exploring potential solutions.
- Ask clarifying questions. Don't assume you understand someone's position. Ask questions like "Can you elaborate on why you believe that?" or "What data are you using to support your argument?"
3. Ground Decisions in Data and Research:
- Focus on objective data. Rely on market research, customer feedback, analytics, and other data points to inform your decisions. Remove personal biases and gut feelings as much as possible.
- Conduct experiments and A/B tests. Instead of arguing about which approach is best, try them both! This allows you to gather real-world data and make informed decisions based on results.
- Look to industry benchmarks and best practices. What are other successful companies in your industry doing? Analyze their strategies and identify potential lessons learned.
4. Establish Clear Goals and Metrics:
- Define what "growth" actually means for your business. Is it increased revenue, market share, customer acquisition, or something else? Be specific and measurable.
- Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). These goals provide a clear target for everyone to work towards and help you track progress.
- Identify key performance indicators (KPIs) that align with your growth goals. These KPIs will serve as a barometer for measuring the effectiveness of your strategies.
5. Empower and Delegate:
- Once a decision is made, empower the team to execute the chosen strategy. Avoid micromanaging and trust your team members to do their jobs.
- Clearly define roles and responsibilities. This ensures accountability and prevents overlap or confusion.
- Encourage innovation and experimentation within the defined framework. While you've agreed on a general direction, allow for flexibility and creativity in execution.
6. Embrace Iteration and Continuous Improvement:
- Growth is not a one-time event, but an ongoing process. Regularly review your strategies and metrics and be prepared to adjust your course as needed.
- Learn from both successes and failures. Don't be afraid to admit when something isn't working and pivot to a different approach.
Misalignment on growth isn’t a failure—it’s a sign that your team cares deeply about the future. By approaching it with curiosity, structure, and empathy, you can turn disagreement into a strategic advantage.
Remember: alignment doesn’t mean everyone agrees 100%. It means everyone is committed to moving forward together.
Roy Rafalco, J.D., is a distinguished Florida CFO Group partner. He is known for helping companies navigate complexity with tailored financial strategies. With experience spanning multiple industries, including software, network connectivity, medical devices, and healthcare, Roy excels at identifying opportunities, solving challenges, and positioning businesses for long-term success.
If growth strategy misalignment is slowing your momentum, you're not alone, and you don’t have to solve it alone. Contact the Florida CFO Group to connect with a seasoned CFO partner like Roy Rafalco, who can help your team find clarity, align around shared goals, and move forward with confidence.