Cummings and Wilson: orientation and animation

An important benefit of strategy can be helping to focus and motivate people’s individual efforts. This model examines how much strategy orients the thinking and actions of an organisation. It also explores how well it animates and engages people.

Cummings and Wilson’s orientation and animation model

Cummings and Wilson’s orientation and animation model

Source: Adapted from Cummings, S. and Wilson, D., Images of Strategy, Wiley-Blackwell, 2003

How to use

Consider to what extent people in the current organisation are animated (or motivated). Is morale high? Are people working hard and creatively? Then consider how effectively the current strategy helps ...

Get The Strategy Book, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.