SLIDE 8 4/11/2011 8
Simplify and Optimize Your Enterprise
Introspection – Vision and Execution
Future Vision Marketing Plan
- What next?
- Execution Results
- 5‐Year Plan/Vision
- Direct Push to CxO
- Strategy, Results, Tools
- Sales Objectives
Plan Business Plan
- Sales Objectives
- Achieving To Plan
- Growing To Plan
- Matching To Plan
Simplify and Optimize Your Enterprise
Vision Statement and Corporate Destiny ‐ requires enterprise participation
- Written in the present, not future tense. They describe what we will feel, hear, think, say and
d if h d h d i i do as if we had reached our vision now.
- Summarized with a powerful phrase. That phrase forms the first paragraph of the vision
- statement. The powerful phrase is repeated in whatever communication mediums you have
to trigger memory of the longer statement. It is not a brand strap‐line.
- Describes an outcome, the best outcome we can achieve. It does not confuse vision with the
business goal and objectives for a particular period of time. A vision statement, therefore, does not provide numeric measures of success.
- Uses unequivocal language. It does not use business speak or words like maximize or
minimize.
- Evokes emotion. It is obviously and unashamedly passionate. However, it separates the hard
aspect of vision in what we see, hear and do from the soft aspect of vision in what we think and feel.
- Helps build a picture, the same picture, in people's minds.
Building a vision statement with these components you run the risk of informing, inspiring and energizing your people.
