Change or alignment?

What do you think?

We don´t need to change the world, we just need to align things. Change is too disruptive...the world is what it is, and we human beings are the way we are. Maybe it´s more like: in order to change the world, we need to align it. How?

There´s one I consider critical, and where I believe many companies have an opportunity to close the gap: alignment between the ¨what¨ and the ¨how¨ of things. Two simple questions that reveal many things. Example: Senior management is clear, visualizes the strategy, is fully committed...and it fails. Happens all too often. Somewhere down the line, the ¨how¨ wasn´t clear and it never got implemented correctly. Of course, there are many reasons to the failure in implementation, but the root cause is this gap between what needs to be done and how it needs to be done (which takes us to clarity in communication, etc).

Case in point: advertising. Advertisers have been failing to effectively make their ads reach their targets effectively. Until Google delivered Ad Sense. What did they do? Align the ad you are presenting with the preferences of the person that is viewing it. How? Effectively closing the gap between the what and the how: placing an ad relevant to the search the person just made.

Got alignment?