OnStrategy facilitated the process to develop Patagonia’s 2020-25 strategic direction. The approach included connecting individually with each core team member, business unit director and channel VPs as part of the pre-planning process. Our senior strategists, Erica Olsen and Kim Perkins, facilitated a series of eight, 1-day strategy sessions with Patagonia’s core leadership team that included agenda development, pre-read summaries and post-session notes; post-session follow-up and process refinement. The ultimate deliverable was a 5-year plan outlining the bold strategic shifts for the major areas of the business, specifically addressing Board of Directors and the CEO’s strategic questions about the future.
OnStrategy provided Patagonia’s core team with a summary of strategic issues, shifts and decisions made; scenario planning/recommendations for the Board; and a high-level plan with a clear set of priorities tied to the mission and overall impact of the brand:
With a keen focus on sustainability and the future of our planet, Patagonia, together with OnStrategy, aligned their leadership team around a new weighty mission statement and agreed to recommendations to take to the Board of Directors. They tackled strategic issues to ensure they become the company they envision in the next 5-10 years and identified necessary organizational shifts to realize their mission, create higher industry standards and increase their brand impact. The team articulated guiding brand priorities to direct the future state of the business.
The impact? A clear line-of-sight into how Patagonia can grow and save their home planet.