If you have been paying attention, you might have noticed that your workplace's long-term strategic plan seems to change every couple of years. This often happens when top executives are replaced or when a company operates in a fast-paced, ever-evolving market.
Strategic plans are generally refreshed every five years, with annual reviews to ensure they stay relevant and adaptive. C-level executives usually lead this process, addressing key questions such as:
What steps will the company take to reach its objectives?
How will we execute our plans to achieve those goals?
Which strategies will best help us accomplish the desired outcomes?
What is Strategic Planning?
Strategic planning is your organization’s way of getting its act together. It’s not simply flying by the seat of your pants; You’re not just sitting around hoping things will work out—you’re mapping out a clear, coherent plan for where you want to go.
Think of it as setting long-term goals that actually matter, crafting strategies to hit those goals, and making sure you’ve got the resources lined up to make it happen. This is how you stay ahead of the curve, adapt to shifts in the industry, outsmart the competition, and, above all, set yourself up for long-term success and sustainability.
A good strategic plan doesn’t just help you spot problems; it helps you solve them. When everyone is on the same page about what really matters, it brings together stakeholders, employees, and even customers, creating a sense of unity and collaboration. Here are some key benefits of having a strategic plan.
Strategic Planning Process
According to experts, there are four phases, each with distinct components. They are goal setting, strategy formulation, implementation, evaluation, and control.
(There are models that I've seen with either five or six phases. But these 4 phases are fundamental to all of them)
Each phase builds upon the previous one while providing feedback and analysis that can be used to refine and improve the plan.
Phase 1: Define Vision, Mission and Objectives
First, you have to lay the groundwork. Strategic planning must be grounded in the organization’s mission, vision, and values.
Vision
Creating a successful corporate strategy starts with a clear and compelling vision statement. This is a brief and bold declaration of your organization’s future goals and aspirations. It answers the question: “What do we want to become?”
A vision statement helps guide your mission statement, explaining what you do, how you do it, and why you do it. A vision statement should be concise and impactful yet aspirational and realistic. It should reflect your company’s values, purpose, and core competencies.
Here are some examples of good vision statements from different industries:
IKEA: “To create a better everyday life for the many people.”
Disney: “To make people happy.”
Google: “To provide access to the world’s information in one click.”
Mission
A mission statement declares your organization’s “reason for being.” It sets you apart from the competition and lays the foundation for everything you do. It aligns your priorities, strategies, plans, work assignments, and organizational structures with your purpose.
A mission statement provides direction for your choices and keeps you on track to reach your objectives. It clearly articulates your values and purpose to all those involved, including stakeholders, customers, and employees.
Here are some mission statement examples from different industries:
JetBlue: “To inspire humanity, both in the air and on the ground.”
IKEA: “To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
Nike: “To bring inspiration and innovation to every athlete in the world.”
When comparing customer-centric and company-centric vision statements, there are several key differences in focus, approach, and impact:
Objectives
Objectives are like a GPS, guiding you toward your goals and tracking your progress. However, strategy experts may have differing opinions on objectives and the best way to execute them.
Some people believe objectives are useful for managers to guide their teams, while others view them as tangible results aligned with a company's mission and vision. Your goals need to be realistic and relevant and cover both quality and quantity.
Phase 2: Craft the Strategic Plan
In the second phase, the strategic plan is crafted by analyzing the internal and external environment. By conducting a SWOT analysis for the internal assessment, your organization can identify what it does well, where it can improve, any potential opportunities, and potential risks.
If you want to assess the external environment, a PESTLE analysis is a great tool to use; it breaks down the external environment into six distinct categories, which are discussed in more detail in the article.
Phase 3: Implement the strategic plan
The third phase of strategic planning focuses on putting the plan into action. This step calls for the unwavering commitment of leaders throughout the organization and prioritizes credibility and communication.
Commitment
Seeing the strategic process through to completion is vital. This means striving to achieve the goals and implementing the changes that stem from the process. Embracing this commitment ensures the strategic plan’s success.
Credibility
A robust strategic plan requires credibility, cultivated through representative participation, dedication to every step of the process, and clear documentation. Upholding credibility helps foster trust and smooth execution.
Communication
As the lifeblood of any relationship, communication plays a critical role in the professional realm. The process of strategy implementation hinges on effective communication, which should be considered a shared responsibility.
Phase 4: Assess the Plan and Performance
The last step in strategic planning is to assess the plan, the methods used, and the effectiveness of the strategy. Organizations must be prepared to embrace changes, insights, and revisions.
Strategy evaluation unfolds in three stages:
Reviewing internal and external factors: Analyze your organization’s SWOT (Strengths, Weaknesses, Opportunities, and Threats) and examine the assumptions and expectations underpinning your strategies to determine their validity.
Measuring performance: Compare actual results with expected outcomes and evaluate the effectiveness and efficiency of your strategies in terms of costs, benefits, risks, and results.
Taking corrective action: Identify issues or discrepancies, determine necessary actions to improve or modify strategies, and communicate the evaluation results and actions taken to relevant stakeholders.
