Alignment is a word I use over and over and over and over again with my clients.
One of the biggest questions that you should have when I say that is, “How do you achieve that?”
Really, alignment starts with 3 simple questions:
1. What tangible value are we offering?
2. Who can use it and can buy it?
3. Where do we reach them?
Start there and then make sure that every action is consistent with that.
It is a little more difficult, but here is a good place to start.