“Strategy”

(part of a “Cisco Leadership” series)

Cisco had a “include everything” mission statement that no one could remember. They needed to rally their 130,000 employees around a new and much more direct one. The video also delivered a secondary message—Cisco people are smart, passionate, and witty.

Our bold clients agreed to let us stage a “Strategy Comprehension Test,” in Tel Aviv and San Jose, that in a good-natured way showed just how unwieldy and difficult to take action on the old strategy was, and to gauge reactions about the new one. A terrific group of frank and funny employees let us capture their frustration and relief in a delightful way.