a framework on how to build towards strategic intent.


To build towards Strategic Intent is to define the key initiatives that will carry your brand’s mission forward. Strategic Intent helps keep the mission statement accountable to narrow, focused goals that all people in the organization are moving towards. It causes your people to believe in greater possibility, while keeping them always mindful of what you are specifically working to accomplish. Remember, your customers don't buy what you do, they buy why you do it, so to be able to build towards Strategic Intent we must be clear on vision, mission, and purpose. Even still, it's important to answer the question for your teams: "How will we know when we are done?" With no clear intent of what it is you are actually trying to accomplish, it's fair to say that you might waste time on things that aren't worth doing.

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