Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2022 46 Steven Morris On Brand I n its simplest terms, a great strategy says "We're going here. We're creating this. Here's why. And we'll do it in this time frame." Here's how I see the difference between purpose, vision, goals and strategies: • A goal is an outcome you want. • A strategy is a plan to realize that outcome. • A vision is how the world begins to look as you realize your purpose-oriented goals. It's most important that all of your activities – goals, strategy, vision – work to serve and achieve your purpose. • A goal without a strategy is a dream. • A strategy without a vision is a to-do list. • A vision without a purpose lacks a meaningful reason for being. • A purpose defines why you do what you do and frames the BIG problem you're working to solve. Creating a clear and motivating strategy starts with your purpose and vision. Your business vision is like a movie trailer – it's a succinct, descriptive narrative of what you envision your business becoming, based on your purpose. When you tell this vision through the lens of a story, you and your team can more clearly see what the future state of your business can be as you go about achieving your purpose. Using the movie trailer metaphor, you can more clearly articulate the promised land your business is headed toward. In much of my work as a brand and culture strategist, we're bolting together the business strategy and goals with the brand and cultural elements that drive those goals. Your brand is the bond that holds your business strategy together. Your culture is the engine that moves that strategy forward. Here are the essentials for success in creating and realizing a strategy. When you align all four ingredients, you stand the best chance for success. #1 Right Reason for Change The reasons for change can come from many directions, but you can boil them down to just two: internally motivated, or externally driven. These take the form of a clear and common vision and purpose. Without a clearly defined vision, purpose and business case for making the change, the reasons and direction will be unclear at best. #2 Realistic Plan of Action A goal without a realistic plan is a dream. Getting real about what we can achieve in X time frame is essential to realizing our goal or vision. Having the right strategy includes knowing the realities you face and can realistically overcome. Stop dreaming and put a realistic work plan in place. #3 Right Actions Having the capacity to act includes the time, team, and the financial and energetic resources to move forward. Knowing you have the capacity will give you the confidence to move forward toward your goals. #4 Driving Desire There are two types of change that can happen: change that happens by you, and change that happens to you. Given the choice, I'll bet you'd choose "by you." But without a driving desire for change, you won't start out on it unless you have a good (or great) reason. That reason may come from a new vision, a new mission or some other intrinsic motivation. Once you know your driving desires, you have clear forward movement. Your business goals should be clearly stated: how your company will attract and retain the right customers and employees, how the people inside your organization will be affected by the work, how you'll succeed in the marketplace, how you'll manage and maximize the necessary resources, how you'll create products and/or services, and what success looks like for your company. As the late, great New York Yankee philosopher Yogi Berra said, "You got to be very careful if you don't know where you're going, because you might not get there." HOW TO GET THE OUTCOMES YOU WANT Steven Morris is a brand, culture and leadership advisor, author, and speaker. Over his 25+ years in business he's worked with 3,000+ business leaders at 250+ global and regional companies. Discover: https://matterco.co RO

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