Grainger states that their strategy consists of four strands. So let’s present the corporate-speak and then let’s translate this into English.
1. Leading the market and creating new business opportunities. And now in English: this means making more cash than anyone else through speculative development.
2. Maximising returns by actively managing our assets and ensuring they are located in the best economic areas. And now in English: this means looking for “attractive” sites in all senses of the words. Unless your power station is in Battersea, you’re going to get a better return developing a greenfield site on the edge of an Area of Outstanding Natural beauty than you are redeveloping a brownfield decommissioned power station in Didcot.
3. Balancing the sources of our income through exploiting changing market opportunities. And now in English: this means ‘exploiting’ loop holes (aka ‘changing market opportunities’) in planning regulations when the Local Planning Authority cannot demonstrate a five year supply of housing land. This is known as planning by appeal and allows developers to promote schemes that are not in the plan.
4. Optimising our operational and financial gearing. And now in English: making as much money as possible with the lowest possible investment or cost.
Oh and it is always useful to look at what is not in strategy statement. Nowhere does it say “promoting the futures of local communities through sustainable development.”
Then again, no one would fall for that old clap trap. Would they SODC?!