HOW DIRECTION WORKS
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Direction is the structured practice of clarifying what something is meant to be and ensuring that clarity guides how it operates.
At Cohesion, Direction works through two integrated pillars: Clarity and Governance.
Clarity defines role and priorities. Governance ensures that definition guides decisions over time.
Together, they align businesses, brands, products, solutions and operating assets.
Clarity
Clarity establishes what something is meant to be before decisions move into strategy, operations or execution. It reduces ambiguity at the source and creates shared understanding across leadership and teams.
Five Steps To Clarity
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1. Discovery
Structured interviews and working sessions with leadership, internal teams and key stakeholders to surface assumptions, misalignment and opportunity.
2. Strategy
Evaluation of competitive context, market position and internal capability to determine where to compete and what advantage to claim.
3. Positioning
Precise definition of purpose and relevance. Clarifies what the asset stands for and what it does not.
4. Articulation
Development of narratives, messaging systems and language standards that translate positioning into usable guidance.
5. Frameworks
Structured platforms that organize positioning into practical models, including corporate, portfolio and sales platforms.
Governance
Governance ensures that clarified intent narrows context and guides how the organization operates over time. It embeds clarity into systems, tools and working structures.
Five Steps To Governance
1. Boundaries
Translation of intent into operating constraints that define what falls inside and outside scope for investment, product direction, hiring and communication.
2. Systems
Alignment of platforms and workflows so they reinforce clarified priorities. This may include CRM, CMS, AI tools and planning systems.
3. Integration
Coordination of internal teams and external partners within defined context so work does not fragment across functions.
4. Tools
Development of structured templates and working assets that reduce interpretation in day-to-day operations.
5. Measurement
Defined metrics and review mechanisms that evaluate whether clarified intent is guiding real outcomes.
Direction is scalable. It can apply to a single asset or across an entire organization.
Some engagements focus on Clarity. Others extend through Governance. Many move through both.
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