Knowing Where You’re Going; Figuring Out How To Get There

It’s that time on the calendar when the old year is nearly expired and a new year is soon to begin. It’s also that time when new plans will kick in for companies intent on growing their businesses. One of the things that seems to create confusion or consternation at many companies about the planning process is how to sort out the subtleties between goals, objectives, strategies and tactics. For those who could use a little refresher on the subject I would recommend this post from Altitude Branding.

Another helpful hint I heard years ago was that you can use the questions why and how to navigate the planning pyramid. If you are trying to find the strategic issues in your business that will lead to objectives and goals that are vitally important, start by asking the why questions, e.g.: Why do we need to be a price leader? Why do we need to differentiate ourselves technologically? Why do we need to open an overseas office? etc. Once you have your goals and objectives, it is time to begin asking the how questions that will help you accomplish your goals and objectives, e.g.: How do we become a price leader? How do we differentiate ourselves technologically? How do we go about opening a successful overseas office? These how questions will help you shape your strategies and tactics.

This diagram will help you put it in perspective:

Lastly, don’t worry about whether some people have differences of opinion about whether a certain item is in the “proper” category. The important thing is to get it done. That’s where the focus of any plan should be.