Words of the Week – alignment

image: perfect alignment http://gymnasticscoaching.com/wp-content/uploads/2007/07/yoga.jpg

Alignment means to come to agreement on overarching strategic direction or immediate next actions. Most often used as a phrase, alignment typically enters business conversation as, “I want to make sure we’re aligned,” or “Today we’re looking to gain alignment on…”

One of my big responsibilities as a CPG marketer is presenting the status of new product launches to the Management Board. If there are issues, I outline the options, make a recommendation and facilitate discussion to gain alignment for moving the project forward. In theory, with all key stakeholders aligned, the launches will be successful.

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