1. Mission: Why
  2. Vision: What
  3. Strategy: How
  4. Segmentation: Who
  5. Positioning: Where
  6. Roadmap: When
  7. Goals: What’s next

Mission: Why?

Your reason for being. Beyong products, services, or revenue. It is about meaning, impact, and value creation.

  • Give purpose and focus
  • It allows customers, partners, and employees to connect with your organizational ethos.
  • It is the North Star

Example: “To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time” (Starbucks)

Questions:

  • Why it should exist?

Vision: What?

The picture of success — what the future looks like if your mission is accomplished.

  • A strong vision provides a sense of direction.
  • It creates alignment around a shared future.

Example: “To create a world where every person has access to clean, safe drinking water” (charity: water).

Questions:

  • What future are we trying to create?

Strategy: How?

The roadmap for achieving your mission and vision. How to go where you want to be. Identifies actions, allocates resources, and priorities.

  • Strategy bridges the gap between vision and execution.

Questions:

  • What are the core choices we need to succeed?

Segmentation: Who?

Who your strategy is designed to serve. You cannot cater to everyone at once - narrowing the focus to for efficiency.

  • Segmentation avoid wasted effort on irrelevant markets or audiences.
  • Increase focus on the needs and pain points of your target audience.

Question:

  • Who need the most what you offer?
  • Who will give you the best return?

Positioning: Where?

Where to compete within the marketplace and how to differentiate to stand out. What is the USP?

  • brand identity and sustainability in the market.
  • claim a unique territory in the minds of customers.

Questions

  • Where do we fit in the competitive landscape?
  • What perception do we want our target audience to have of us?

Roadmap: When?

When - timeline and sequencing of your strategic initiatives. Create actionable steps with milestones and deadlines.

  • teams focus
  • clarity about what’s happening and when.

Questions:

  • When do we expect to launch key initiatives or reach major milestones?
  • How do we adapt if things don’t go according to plan?

Goals: What’s Next?

goals define measurable outcomes and answer what’s next for your organization.

  • Clear goals help track progress and measure success.
  • Goals clarify priorities and provide a benchmark for decision-making.

Examples:

  • “Increase annual revenue by 20% within the next 12 months.”
  • “Reduce customer churn rate from 10% to 5% in six months.”

Questions:

  • What outcomes will signal progress toward our vision?
  • What needs to happen next?