Many strategic conversations lead to a discussion of action, without first exploring and understanding a much more important issue: purpose. Essential to the effective definition of strategy is understanding who who you are, why you exist and what you are trying to accomplish. With clarity of purpose defined, the process of strategy definition naturally unfolds. Not doing so results in plans that are often meaningless and irrelevant.
Defining purpose is not simply reconfirming a vague or generic statement of mission or vision. It is about clearly and concretely connecting with the identify of the organization at a fundamental level. A compelling and effective statement of purpose is visceral and meaningful. It clearly captures the identity of the organization, in a way that is resonant and inspirational. It connects people with a cause that they can relate to, connect with and commit to realize.
Most importantly, a clear sense of purpose provides the navigational beacon guides everything that follows in the strategy development process.
