Welcome to this week's The New P&L TO THE POINT. The New P&L TO THE POINT is a weekly podcast series where, in around 10 minutes each week, we break down the key elements of our weekly The New P&L conversations with industry leaders and entrepreneurs.  We offer an opinion on the key points from the conversations and how our listeners may practically apply them in their businesses.

This week on The New P&L TO THE POINT we break down and analyse our conversation with Franziska Dolak, Global Head of Digital Applications, Data-driven Services & Automation for Siemens Smart Infrastructure in Zug, Switzerland. Together with her team, Franziska researches and develops new digital innovations from a holistic and human-centric perspective. We consider:

· the need for leaders, managers, employees and entrepreneurs to ensure they are Being Intentional about the Aspirational

· the challenge of delivering mission statements and straplines in practice

· why context and experience means we all interpret corporate statements differently

·  the delicate balance between the ‘rigidity’ needed to ensure clarity of definition, purpose, vision and the flexibility needed to encourage understanding of, and commitment to the framework that underpins the message

· why it is the responsibility of the brand to first ensure that aspiration is collectively understood

· identifying the practical, intentional ways to deliver brand aspiration

· why some brands and leaders confuse guiding lights and signals with milestones

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