This blog contains an argument in support of doing strategic planning in the following sequence:
- Vision Statement
- Mission Statement
- Culture Statements
- Market-Sector Statement
- Market Niche[s] Statements
- Target Markets,
- Value Propositions for each Target Market,
- Differential Advantage/Unique Selling Proposition
- Goal Statements
- Etc
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Placing a personal or business Vision in writing is tough thought-work.
Placing a personal or business Mission in writing is tough thought-work.
To believe one can understand one's Clients’ needs and desires or one's Clients' Clients' needs and desires when one can not express one's own needs and desires in writing is flawed logic. Starting from flawed logic neuters one's ability to succeed…or, at the very least, makes the next tasks a game of chance. So, we need to start with our own needs and desires: our Vision, our Mission, etc.
Perhaps the best example of proof is the fact the vast majority of people can not write out a Unique Selling Proposition (Differential Advantage) for their business. To make sure my point is clear: a USP/DA is a concise statement that answers the Clients’ question: Why should I buy this from these folks rather than (1) buy something from someone else or (2) do nothing? Many people may be able to state something, place it in writing, and call it a USP/DA but after a bit of scrutiny it doesn't pass the test.
We can consider the USP/DA as the teeter-totter fulcrum that balances one's needs and desires against the needs and desires of one's Clients. Put another way....if there's a meeting of the minds between us and our Clients then the USP/DA is how that meeting of minds is described in simple and clear words. The USP/DA addresses my needs and desires. The USP/DA addresses my Clients’ needs and desires. Things are in balance.
As a general rule, it is a challenge to understand others.
As a general rule, it is challenging enough to understand oneself. And, if we do not understand ourselves (to the point we can describe our needs and desires in writing) then we are deluding ourselves if we conclude/presume/assume we can understand other people's needs and desires.
I suppose we could start our strategic exercises at the USP/DA [ie, at the teeter-totter fulcrum]. We could then quickly determine whether or not the 'us' side and the 'Client' side are in balance,
But, that will rarely work. So, we should start with our needs and desires: our Vision, our Mission, etc.
I'm saying, something like 99 out of 100 people can not or will not write out USPs/DAs. So, starting there is pretty much doomed. And, the 1 time out of 100 it will work the person will ask why we aren't starting with the Vision statement.