10/06/2026
Most organizations know what they want. Few know how they plan to get there.
In our research, 93.4% of organizations reported clear goals and objectives.
But clarity dropped significantly when we examined the factors most directly tied to achieving those goals:
Customer Definition: 66.3%
Need Definition: 67.9%
Competitive Logic: 51.0%
Economic Logic: 48.5%
Differentiation: 43.4%
Positioning: 20.4%
The largest gap? A 73% difference between clarity of objectives and clarity of positioning.
The implication is simple:
Many organizations have clear ambitions, but lack equally clear commercialization logic.
They know where they want to go. They're far less certain about why customers buy, how they create advantage, and how they'll win in the market.
Could this help explain why so many growth initiatives fail despite strong intentions?
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