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Strategy must be ingrained in people's minds.
We'll take it there.

So you can implement 3X faster.



Strategy activation with the MLI

Strong leadership with a system


Do you feel that your strategy is getting lost in everyday life? Certain topics are discussed over and over again without you feeling any significant progress.

At MLI, we are experts in strategy activation. Our expertise lies in supporting decision-makers and strategy managers in developing smart strategies and putting them into action. The aim is to combine a cognitively powerful strategic vision with clarity and structure in its implementation.

Sebastian Morgner, founder of the MLI Leadership Institute, was responsible for strategy and transformation at a large corporation for 15 years. He then conducted intensive research into how to integrate strategies into the thinking and actions of those affected. He has helped management teams at companies such as Siemens, Allianz, Rothaus, Ritter Sport, and Social Hub to establish a holistic system: from mission statement and strategy development to effective implementation in leadership sprints.

Strategy is a complex topic. Technological progress and market dynamics are so fast-paced that most industries cannot plan years in advance. And yet it is important to escape the hustle and bustle of everyday operations and realize what really matters:

  • How are our customers' behaviors and needs changing?
  • What makes us unique as a company in the eyes of our customers?
  • What will we need to be able to do in the future that we don't know how to do today?
  • How are digitalization and artificial intelligence changing our business model?

Such questions cannot be answered in passing. And you can't take years to do so, because today's market can change fundamentally in a year's time.

Our strategy activation services

Exploratory strategy development

Strategy is a management task. At MLI, we design a process that empowers management teams to develop an effective strategic vision, mobilize the people involved, and communicate the strategy in a cognitively powerful way. To this end, we combine personal consulting with a digital strategy workshop. After all, successful implementation is only possible once all those involved have internalized their contribution to the overall success.

Adaptive organizational development

An organization must be designed in such a way that people can contribute their strengths, create concrete added value, focus their actions on market success, and adapt quickly to new conditions. MLI helps management teams create effective organizational structures that promote results-oriented work and minimize internal politics.

Agile strategy implementation

Nine out of ten strategic initiatives fail to meet expectations. This is often because strategy is important, but in everyday life it often takes a back seat to “urgent” matters. The MLI helps management teams introduce the proven OKR method. It ensures that focus is placed on key strategic priorities and that the organization implements strategic goals quickly and in a learning-oriented manner.


Don't let strategic ideas gather dust in a drawer. Would you like to understand how MLI supports effective strategy and mission statement development?

Why strategy activation is important


What customers like about working with MLI

More customers

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  • OHB Logo
  • Jungheinrich Logo
  • McDonalds Logo
  • Rothaus Logo
  • Siemens Logo
  • Telekom Logo
  • IWH Logo
  • Vodafone Logo
  • OHB Logo
  • Jungheinrich Logo
  • McDonalds Logo
  • Rothaus Logo
  • Siemens Logo
  • Telekom Logo
  • IWH Logo

FAQ Strategy Activation and Mission Statement Development

What is strategy activation?

Strategy activation is a group-dynamic change process. It motivates and empowers employees within an organization to put a strategic plan into practice in order to achieve the desired results.

Why is a mission statement important for a company?

Developing a mission statement for a company ensures that the expectations and priorities of all stakeholders are aligned. A shared corporate mission statement provides guidance and strengthens personal identification with the corporate strategy and values. This allows existing resources to be used more effectively and helps to avoid misunderstandings and communication problems. 

What steps are crucial for strategy activation?

Important steps include interactively communicating a motivating goal and mission statement, setting clear objectives, developing possible solutions, teaching the necessary skills, and establishing clear rules, target criteria, and key performance indicators to measure progress in implementing the strategy.

How can employees be involved in developing a mission statement for a company?

Employees should be actively involved in the process, ideally through structured surveys or interviews with selected key individuals. This ensures that those who will later be responsible for implementing strategic ideas feel involved and that their ideas are taken seriously. The mission statement also describes skills and behaviors that are particularly important for future viability. Employees should be trained and motivated accordingly. Above all, they must be made aware of their specific contribution to change for strategic success. There should be an atmosphere of psychological safety in which feedback and ideas are treated with respect in order to promote acceptance and cooperation.

What role does leadership play in developing a mission statement for companies?

Leadership plays a crucial role by communicating the vision, setting the direction, providing resources, and setting a positive example. In particular, leadership has the task of actively shaping the strategy activation process, actively involving employees in key positions, and jointly telling a coherent and motivating story about the future of the company. Based on the mission statement, it is the task of leadership to encourage employees to adapt and change their thinking and behavior in areas critical to success.

What is a mission statement and why is mission statement development important for companies?

A mission statement is a written or visual declaration that describes the long-term goals, values, and purposes of a company or organization. It serves as a guide for strategic direction and decision-making. A strong mission statement creates identity, promotes employee loyalty, and can appeal to customers and stakeholders.

How does mission statement development work? How is an effective mission statement developed for a company?

Developing an effective mission statement requires careful analysis of the company's values, vision, and goals. Key stakeholders should be involved to ensure broad acceptance. The mission statement should be concise, inspiring, and easy to understand. It should also be reviewed regularly and adapted to changes in the organization or the environment.