I'm sure you'd agree that the last thing we need in our business is more 'marketing-speak'. We've already got visions, missions, brand onions, brand pyramids and a nasty habit of just making up new words. ('Co-opetition' is the latest one I've heard, which I think is what 'Frenemies' do to each other).
But this is a good one, so hear me out.
It's a Strategic Intent. Probably something you've heard of before, but let's be clear about what we mean. A strategic intent is a cross between a mission statement ('Delight Our Customers' - vague, woolly, worthy and boring) and an objective (drive value share by 5% - dull and uninspiring, though necessary, to be fair).
A strategic intent is something that inspires and galvanises an organisation, whilst setting it on a course to do something.
Here's an example.
In 1961, John F Kennedy put the following to Congress :
"This nation will commit itself to the achievement, before this decade is out, of landing a man on the moon and returning him safely to the earth. No single space project in this period will be more impressive to mankind, or more important for the long-range exploration of space; and none will be so difficult or expensive to accomplish"
Now that is a Strategic Intent. It's not a vague 'mission statement' about being 'leaders in aeronautical exploration', it's not a narrow objective about keeping ahead of the Soviet Union in the space race. It has 3 elements that set it apart from these things:
First, it's directional. It states, quite clearly, what you're going to do, and by when. It organises effort.
Second, it's motivating. It generates passion, energy and enthusiasm. It's about 'the nation'. Not 'me', or 'this congress'.
Third, it's challenging. It's going to be difficult.
And, as you all know, they did it. Nice one.
So, what's your Strategic Intent?
-- Toby
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